Argentinian club Deportivo Riestra have been accused of “a lack of respect for football” after naming a social media influencer in their starting lineup for a top-flight game against leaders Vélez Sarsfield on Monday.

Ivan Buhajeruk, who is better known as “Spreen” and has more than 8 million subscribers on YouTube and more than 5 million followers on Instagram, has no professional football experience but was named as a striker in the side by coach Cristian Fabbiani. The 24-year-old was subbed off after only 50 seconds during the first break in play without touching the ball.

The Buenos Aires club, who are known for their unconventional marketing strategies, gave Buhajeruk a professional contract and registered him with the Argentinian FA in February. He started training with the team last Tuesday.

Deportivo Riestra executives defended the stunt as a push for their main sponsor, an energy drink company, while some current and former players disagreed with the move. “What happened today was a lack of respect for football, it is a wrong message to society, to kids who try hard,” said Vélez striker Braian Romero, who scored from a penalty kick in the 43rd minute to open the scoring. “Football is not that, it is trying and failing and trying again.”

The former Argentina international Juan Sebastián Verón, now president of Argentinian club Estudiantes de la Plata, was unimpressed by the publicity stunt. “A total lack of respect for football and footballers,” he wrote on Instagram.

Deportivo Riestra’s captain Milton Celiz said the idea for Buhajeruk to take the pitch came from Victor Stinfale, who owns both the club and the energy drink company that sponsors it. “As a streamer, he is No 1,” Celiz said when asked about Buhajeruk’s skills.

Fabbiani told a local radio station that he had spoken to Vélez coach Gustavo Quinteros ahead of the match to tell him he did not want to disrespect anyone by naming Buhajeruk in the team. “He laughed and told me to leave him for half an hour,” said Fabbiani. “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.”

Nicolás Caro Torres equalised for Deportivo Riestra in the 63rd minute as the match finished 1-1. Vélez lead the Primera División with 43 points, while Deportivo Riestra are ninth with 31 points in their maiden campaign in the top flight.