Fans were left stunned as Eric Cantona walked off a television set before the Premier League clash between Manchester United and Fulham - but all was not quite what it might have seemed.
United legend Cantona was - it had been announced - on punditry duty for the official Premier League feed, alongside ex-United and Bayern Munich midfielder Owen Hargreaves.
He was asked by presenter Julia Stuart to give a prediction for the top goalscorer in the league this season, to which he simply stated: "We'll see."
Hargreaves appeared to panic and quickly took over from the Frenchman by giving a more detailed answer.
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Then, the presenter asked Cantona what the Premier League season will have in store for 'the millions of fans watching on their television sets'.
Cantona laughed, before replying: "Television..."
He then stood up and took off his microphone, before delivering a monologue to the camera.
Cantona pulled his phone out of his pocket, before whispering: "We call this the beautiful game, but how many people in this world don't even own a television? What of them?
"How can we sell this [the Premier League] to them?
"The game should be everywhere. It cannot be stuck on the wall or just in a bar, no. It must fly...
"No-one should believe the Premier League is ours. This marks the beginning. The revolution has begun."
The United legend then walked off the set - much to the disbelief of those in the studio.
You can see the full clip below.
Ultimately, it emerged that Cantona's antics were actually a skit intended to promote Showmax, an online subscription service that holds Premier League rights in Africa.
South African entrepreneur Mike Sharman tweeted: "Showmax hijacked the entire Premier League feed with Eric Cantona to promote its mobile offering across Africa - the most affordable package on the planet.
"The most phenomenal stunt you'll see in 2024."
More to follow...
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Topics: Eric Cantona, Manchester United, Premier League, Football, Fan Reactions
Ryan Smart