Is This the Future of Sports? Why an Influencer Just Started a Pro Football Game

Argentinian football club Deportivo Riestra placed Ivan “Spreen” Buhajeruk, a YouTube and Instagram influencer with millions of followers, in their starting lineup for a top-flight match. 

It’s hard to believe, but imagine Arsenal deciding to put KSI up front in the Premier League. 

This wasn’t just a publicity appearance; Spreen started a real game against the league leaders, Vélez Sarsfield, before being subbed out after just 50 seconds without touching the ball. 

And the reason? 

A marketing stunt for the club’s sponsor.

While Riestra likely got the clicks and coverage it wanted, this stunt has left many in the sports world—and beyond—questioning the message it sends. When did online fame and commercial incentives start to outweigh actual skill and dedication? This isn’t just a quirky footnote in sports; it’s a concerning sign of the times. It’s one thing for influencers to promote a brand; it’s another entirely for them to take a spot that should go to a trained athlete.

Influencer Marketing Gone Too Far?

Influencer marketing has become an undeniable force, with everyone from major brands to sports teams vying for online influence. But there’s a line, right? Sports have always represented something bigger—merit, discipline, achievement. That’s why so many were outraged by this “marketing stunt.” Putting an unqualified influencer on the pitch sends a clear message: followers and fame might be worth more than ability.

Even sports icons are expressing frustration. Former Argentina star Juan Sebastián Verón called it a “total lack of respect for football and footballers.” Vélez striker Braian Romero summed it up, saying, “Football is about trying, failing, and trying again.” If fame starts trumping skill, where does that leave young athletes who have dedicated their lives to the game?

The Real Impact on Young Athletes and Fans

For young fans and aspiring athletes, this stunt sends the wrong message. It implies that fame can replace hard work and training, that you can skip the sacrifices if you have the followers. With influencer culture already saturating nearly every industry, this approach risks shifting our priorities further toward celebrity and away from genuine talent. Why train for years when you can get on the pitch through a sponsorship?

Riestra’s approach risks undermining the very foundation of sports: discipline, persistence, and hard-earned skill. It’s a worrying message to send to future athletes: that the quick route to the top is by grabbing the spotlight, not the training kit. For those genuinely passionate about their craft, that’s disheartening.

Publicity Stunts vs. Real Competition

Deportivo Riestra has been known for “unconventional” marketing strategies, but many feel this one went too far. Sure, influencers can play a valuable role in marketing; they connect brands to new audiences and add personality to a campaign. But their role should be as ambassadors, not as unqualified players taking positions from actual athletes. There’s a reason we don’t see influencers trying their hand at surgery or law—some positions demand skill and training.

Fielding an influencer as a “player” risks damaging Riestra’s credibility and undercuts fans’ trust in the game itself. If the field becomes a stage for influencers to grab attention rather than a space for competition, where does that leave loyal fans who turn up for the sport? Marketing stunts have their place, but let’s not turn our pitches into stages for likes and shares over talent and strategy.

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It’s easy to imagine clubs around the world looking at this stunt and thinking, “Why not us?” With more brands eager to blend content with commercial interests, it wouldn’t be surprising to see similar “influencer marketing” stunts in other leagues. But that’s precisely why this trend needs to be carefully checked. If celebrity becomes a shortcut to professional roles, it won’t stop at sports. Every industry has a skill base, and this approach risks trivialising the real work required to succeed.

The silver lining here is that this backlash might serve as a wake-up call for sports organisations. While influencer marketing is here to stay, there’s a balance to strike between entertainment and professionalism. Let’s keep influencers in their lane—off the pitch—and respect the athletes who have worked to be there.

The backlash over this stunt is justified. If influencers can get professional sports roles without any of the training, sports will lose the authenticity that draws fans in the first place. And if this trend catches on, it risks reducing sports to mere entertainment, where fame trumps dedication.

It’s time to remember that sport is about more than brand campaigns and social reach. It’s about the thrill of real competition and watching talent grow and evolve. If we keep letting stunts like this slide, we may end up with stadiums full of followers rather than fans.

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