Mastercard saw their charitable promise to feed thousands of hungry children throughout the World Cup backfire on the company as it came with the condition that Lionel Messi or Neymar score a goal.
The credit card corporation pledged to donate the equivalent 10,000 meals to help feed children in Latin America and the Caribbean every time one of the Argentina and Brazil stars finds the net during the tournament in Russia.
But a giant global corporation sitting on such a copious amount of food in a world rampant with inequality and poverty, all for the sake of public relations, was a hard one for football fans to take.
Mastercard's promotion of the scheme prompted immense outrage on social media, as many pointed out the obvious opportunism from a company worth huge amounts of money.
But it was not just Twitter users who hit out at Mastercard, as even Brazil boss Tite suggested their idea could have been better.
Speaking at a news conference ahead of Sunday's game against Croatia, Tite said "Mastercard, I am going to tell you something. This donation to charity is very nice. It’s beautiful and it’s grand. Just as it would be a grand gesture you giving food if any Argentina or Brazil player was to score a goal.
"We work here as a team and these gestures can be a bit frustrating. That’s my suggestion."
Goals that changes lives: for each goal scored by Messi or Neymar Jr. Mastercard will donate the equivalent of 10,000 meals to @WFP to fight childhood hunger and malnutrition in Latin America and the Caribbean #TogetherWeAre10 #StartSomethingPriceless https://t.co/URfIp77ElN pic.twitter.com/Ckq61oJgld— Noticias Mastercard (@MastercardLAC) May 31, 2018
Worst PR own goal ever. If you’ve got the money.... just buy the f***ing food. How sad that the fate of a starving child rests in the foot of a multi million pound player.— Justin Lockwood (@Lockers75) June 1, 2018
Sorry kids VAR overruled it, no food today.— Joe Beck (@joseph83beck) June 1, 2018
How on earth did someone persuade MasterCard to perpetrate this tasteless stunt?— Mike Bradley (@weabod) June 1, 2018
This is outrageous! starving children are dependent on goals??? What is going on in this world? Is there nothing these companies will do in the name of advertising? Shame on you #Mastercard https://t.co/nhFpCJR0rW— H (@gunnerkiz) June 2, 2018
Just give the kids some food you literal hunger games villains.— Eben Bell (@deckinspectah) June 1, 2018
Alternative: Saves that ruin lives: for every save a keeper makes against Messi or Neymar Jr. MasterCard will deny 10,000 children in Latin America and the Caribbean a meal.— Gary Oakes (@OakesGary) June 2, 2018
Some people didn’t believe it but... it’s real.— Richard Chambers(@newschambers) June 1, 2018
MasterCard to donate 10,000 meals for each goal scored by Messi or Neymar.
Hey guys. Just donate the f***ing meals. pic.twitter.com/2HdKqsespi
Sorry kids,— Tony Groves (@Trickstersworld) June 2, 2018
No one eats today as Messi and Neymar failed in the MasterCard Bush Tucker Trial. FFS. pic.twitter.com/E2TsNQv5tY
So, MasterCard clearly have the money. But the hungry, malnourished children only get the food if Messi & Neymar have a good World Cup?!?!?— Jake Humphrey (@mrjakehumphrey) June 2, 2018
Just for context, one month ago, MasterCard reported a 38% increase in revenue...to $3.5bn. https://t.co/tBE9jWfYXG