Deportivo Riestra, a club based in Buenos Aires, Argentina, recently faced criticism for including a social media influencer in their starting lineup during a top-flight football match. Known for their unconventional approach to marketing, the club decided to start Ivan Buhajeruk better known as “Spreen,” with over 8 million YouTube subscribers and 5 million Instagram followers against league leaders Velez Sarsfield. Buhajeruk, who has no prior professional football experience, was placed in the role of striker but was substituted out after just 50 seconds without touching the ball.
The decision to name Buhajeruk in the starting lineup sparked a debate within the football community and beyond, with some seeing it as a breach of the sport’s integrity. The move is part of Deportivo Riestra’s wider promotional strategy, driven by the club’s close association with an energy drink company that doubles as its main sponsor. Buhajeruk, a prominent figure in the world of social media and live streaming, was given a professional contract and registered with the Argentine Football Association in February, though he had only been training with the club for a few days prior to the match.
While Riestra’s executives defended the inclusion of Buhajeruk as a marketing move for the energy drink sponsor, the decision was met with disappointment from some players and football figures. Velez Sarsfield’s striker Braian Romero, who scored a penalty in the 43rd minute of the match, voiced his disapproval. “What happened today was a lack of respect for football,” he said. “It sends the wrong message to society and to young players who work hard for a chance to play at this level. Football is about perseverance, trying, and failing, and trying again.” Romero’s statement highlighted the notion that allowing a non-professional onto the field as part of a marketing stunt undermines the efforts of those who dedicate years to the sport.
Former Argentina international Juan Sebastian Veron, who currently serves as the president of Argentine club Estudiantes de la Plata, also weighed in on the matter. Veron expressed his dismay on social media, calling the incident “a total lack of respect for football and footballers.” His reaction underscored the feelings of many in the football community who see the inclusion of an influencer without experience as a form of disrespect toward the profession.
Deportivo Riestra’s team captain, Milton Celiz, provided context for the decision, stating that it was influenced by Victor Stinfale, who owns both the club and the energy drink company that serves as its sponsor. Celiz emphasized that Buhajeruk is highly respected in his role as a streamer but did not comment on his abilities as a footballer, which, by all accounts, remain untested.
Cristian Fabbiani, Deportivo Riestra’s coach, addressed the incident in a local radio interview, where he shared that he had informed Velez coach Gustavo Quinteros of the decision in advance. According to Fabbiani, Quinteros took the news in stride and even suggested that Buhajeruk stay on the field for half an hour as a lighthearted gesture. Fabbiani, however, acknowledged the unusual nature of the situation, saying, “It’s something contractual that was signed a long time ago, and the club depends a lot on publicity. It was probably a one-time thing.” Fabbiani’s comments indicated that the decision was not necessarily one he fully supported but was bound by the club’s business obligations.
The match concluded in a 1-1 draw after Nicolás Caro Torres scored an equalizer for Deportivo Riestra in the 63rd minute. While Velez Sarsfield maintained their position at the top of the league with 43 points, Deportivo Riestra secured ninth place with 31 points a respectable standing for a club in its first season in Argentina’s top-flight league.
The controversy surrounding the decision to start Buhajeruk has brought attention to Deportivo Riestra’s unique approach to engaging fans and sponsors. Known for their nontraditional marketing tactics, the club’s actions raise questions about the role of entertainment and publicity in professional sports. On one hand, the incident illustrates the growing influence of social media in shaping sports marketing, while on the other, it highlights the tension between marketing strategies and the respect for the game’s core values.
For fans and players alike, the essence of football lies in the dedication and commitment of those who play it professionally, honing their skills through years of hard work. To some, Buhajeruk’s inclusion in the starting lineup may represent an unwelcome intrusion of entertainment into the sporting domain. To others, however, it may serve as a reminder of how the landscape of professional sports is evolving, with clubs increasingly balancing traditional values with new ways of engaging audiences in the digital age.
Deportivo Riestra’s stunt is unlikely to be a recurring theme, given the reaction from both players and fans. However, it has underscored the complex relationship between sports and modern media, sparking a conversation about how clubs approach sponsorship and audience engagement in a world where social media influencers wield significant power.
