Fans in India and Pakistan are not the only ones complaining about their early World Cup departures. Major sponsors such as Pepsi are apparently rethinking their marketing campaigns based around the two sides, while advertisers in India have demanded cheaper television spots.

"We are sunk," Rajmohan Singh, a Delhi-based advertising executive, told AFP. "No one wants to advertise any more. Is there a World Cup going on? Where? My figures don't show that."

LG Electronics said it was reconsidering its global partnership with the ICC. "Our requirements were different when we signed up with cricket seven years ago," LG's Indian spokesman, Girish Rao, said. "Today, we have lot of visibility being the No. 2 brand in the Indian market. But a final decision will be taken by our parent company."

Sony Entertainment Television, which is broadcasting the tournament into India, said it was struggling to keep its advertisers. "It is a commercial contract and has to be honoured," Naresh Chahal, an official with the Indian Broadcasting Foundation, said. "When India reached the final in 2003, did Sony ask advertisers to pay a higher amount on sealed deals?"