Rosie Hand, head of the postgraduate course in advertising at Dublin Institute of Technology, said the companies who signed up Ireland's stars before the tournament did not gain as much brand equity as they had hoped.

"With expectations so high, the tournament for many would have become a negative experience. The players' 'halo effect' would be severely diminished after the event, " she added.

Ronan O'Gara was the player who cashed in most from his high profile before the tournament, advertising Tesco, Samsung and Newbridge Cutlery, and many of his team members followed suit.

Gordan D'Arcy was a face of Magee Suits; Denis Leamy and Peter Stringer featured in TV ads for sports retailers Elverys and Lifestyle, while second row Donnacha O'Callaghan gave himself up as eye candy for shower company Triton. Brian O'Driscoll advertised for team sponsors O2 as well as Dominos Pizza and Paul O'Connell continued his long-standing deal with drink manufacturer Powerade.

"Brands would have been hoping to have the positive feeling and credibility that surrounds rugby stars extend to their brand. I have no doubt they would have all planned for longer exposure but that has been denied because they were knocked out so early, " Hand said.

"The danger with endorsements is whether or not the behaviour of the individual equates with the values the company wants to present. But David Beckham and Kate Moss are good examples of people who came back from negative publicity, " she added.