An Argentine football club has stirred controversy by featuring influencer Ivan Buhajeruk, aka ‘Spreen’, in a competitive match, despite his lack of playing experience. Substituted just 78 seconds into the game, his involvement has drawn criticism from players and officials who view it as a disrespectful move toward aspiring athletes. Meanwhile, the club claims the decision aims to attract new audiences. This incident has prompted investigations into ethical concerns within Argentine football and sparked discussions about the role of influencers in the sport.
Influencer’s Debut Stirs Controversy in Argentine Football
An Argentine first division club has sparked a significant uproar in the world of professional football by utilizing an influencer as part of their marketing strategy during a competitive match. Ivan Buhajeruk, known as ‘Spreen’, returned to his primary passion of gaming on YouTube, where he boasts nearly eight million subscribers, just one day after igniting controversy in Argentina’s football scene. “I didn’t take a spot away from any kid,” he remarked with a casual air amidst the backlash.
On Monday night, Buhajeruk found himself in a position that many footballers dream of achieving after years of dedication and hard work: he was included in the starting lineup for the first division match featuring promoted Deportivo Riestra against league leaders Velez Sarsfield, which ended in a 1-1 draw. Notably, Buhajeruk is not an aspiring football player.
Within just 78 seconds of the match, and without even touching the ball, he was substituted. Social media quickly circulated a video titled “Spreen’s best skills,” showcasing his moments on the field—scratching his nose twice before departing, applauding the audience.
Commercial Interests Behind the Controversy
This unusual occurrence is rooted in commercial interests. Buhajeruk is affiliated with a major sponsor of Deportivo Riestra, an energy drink brand. After the match, the club stated, “Our goal was (and is) to attract new target groups for football, to build bridges between different worlds and platforms.”
Two months prior, Riestra signed Buhajeruk, despite his lack of professional football experience. Following a week of training, he made his debut in a pivotal competitive match.
The decision drew sharp criticism from notable figures, including Velez striker Braian Romero, who labeled it a “fraud” and a “false message” to aspiring players. Juan Sebastian Veron, the former national player and current president of Estudiantes de La Plata, expressed disapproval, citing a “complete lack of respect for football and footballers.”
Conversely, Deportivo Riestra’s captain, Milton Celiz, offered a more empathetic perspective, stating that Buhajeruk is “a friend of the house” and is merely taking advantage of an opportunity that many would cherish.
As the once-feared boxing champion Mike Tyson prepares to return to the ring against a younger boxing influencer, the ramifications of Buhajeruk’s appearance are becoming apparent. The Argentine Football Association (AFA) has summoned its ethics court to investigate potential actions that could compromise the integrity of Argentine football.
In addition, the newspaper ‘Clarin’ has reported that an online betting provider offered enticing odds on whether ‘Spreen’ would start the game, prompting an investigation by the gambling-specialized public prosecutor’s office.
The role of influencers in football has also become a hot topic in Germany, with discussions surrounding video bloggers in stadiums and influencer-led amateur clubs like Brotatos and Elias Nerlich. While collaborations between clubs and influencers are not new, they have predominantly occurred outside of match-day contexts, even involving major clubs like Bayern Munich with influencers such as Younes Zarou, who has a massive following on TikTok.
In Berlin, influencer Nader Jindaoui has generated considerable buzz, amassing a million-strong audience while pursuing his professional football aspirations. His popularity led to a friendly match for Hertha BSC’s second team being interrupted as young fans rushed the pitch for selfies. Although he managed to play in the DFB-Pokal and the 2. Bundesliga during the 2023/24 season, he currently finds himself without a club.