With dizzying levels of money involved and the ultra-professionalisation of football, gone are the days of rotund but talented men trundling around a football pitches.
Such is the emphasis on fitness nowadays that when a player is deemed not to be in peak condition he is often subject to some gentle or not so gentle ribbing from opposition fans.
Step forward Andre-Pierre Gignac.
Gignac currently leads the line for Ligue Un outfit Marseille – he does so to good effect having bagged 19 goals in all competitions this season and is currently fourth in the league scoring charts behind Zlatan Ibrahimovic, Vincent Aboubakar and Edinson Cavani with 14 goals.
However, despite having represented France on 17 occasions and scoring four times, there has been at times a question mark over the player’s physical conditioning and general fitness.
So much so that arch-rivals PSG have a ditty that goes along the lines of "a Big Mac for Gignac".
Perhaps spotting a unique marketing opportunity, McDonalds’ – purveyors of said Big Mac – rivals Burger King decided to place the following advert in local papers in the Marseille region.
On n'a jamais été bons sur les rimes. Notre truc, c'est le burger. pic.twitter.com/gUiuf71A9c
— Burger King France (@BurgerKingFR) April 17, 2014
For those who aren’t bi-lingual, the tweet translates as “A Whopper for Gignac” – never mind that the jibe does not rhyme, as Burger King happily admit themselves with the tag “We've never been good at rhyming. Our thing is the burger.”
Regardless, Gignac is none too happy.
Such is Gignac's displeasure with this type of marketing, his lawyer has threatened legal action over what he describes as “misuse of name”.
What do you think? Should Gignac take this sort of banter on the chin? Or has this marketing campaign over-stepped the mark? Let us know in the comments section.
- Sports & Recreation