Ukraine skipper Andriy Yarmolenko has become the latest player at the Euro 2020 football championship to mess with sponsors' drinks bottles at a post-match news conference in a trend amusing social media users, but disconcerting organisers.
Portugal's Cristiano Ronaldo started the fad by moving aside bottles of Coca-Cola and pointedly grabbing water instead, as he sat down to speak to the media on Tuesday (NZ time).
After the snub - widely shared and viewed by millions around the world - stock in the drinks company and tournament sponsor dipped 1.6 percent, losing about US$4 billion (NZ$5.7b) in value.
Yarmolenko, fresh from scoring in his team's 2-1 win over North Macedonia, took advantage of the limelight for some mischief.
"Can I do something?" he asked, grinning. "I saw Ronaldo doing this.
"I want to move the [Coca-Cola bottles] here and I want to move the beer here. Coke and Heineken, please get in touch."
The 31-year-old then dissolved into laughter, before moving the bottles back to their original positions in front of him.
France midfielder Paul Pogba, a practising Muslim, removed a Heineken bottle at a news conference on Wendesday, while Italy midfielder Manuel Locatelli also moved Coca-Cola bottles on, replacing them with water.
European governing body UEFA has taken a dim view of the players' gesture, reminding teams they have contractual obligations towards tournament sponsors.
Coca-Cola did not immediately comment on Yarmolenko's action, although after the Ronaldo incident, it referred to a UEFA statement outlining the company's range of drinks, also including waters, isotonic sports drinks, juices, coffee and tea.
Heineken has not commented.