AC Milan have been lambasted on social media after organising a stunt version of the Haka ahead of their Serie A match against Carpi.

Milan dubbed their pre-match war dance the 'Tekitanka', with the name emblazoned on advertising boards along with social media hashtags.

The ruse was all designed as a marketing ploy for club sponsors Nivea. Billboards around the stadium declared "Men, this is your ritual", as stunt doubles dressed as Milan players ran onto the pitch and performed the Haka.

But the stunt backfired almost immediately, with social media users heaping scorn on the club. The Haka is a traditional ancestral war cry of the Maori people of New Zealand. It is considered sacred and a dim view is taken of those who mimic it, even in jest. 

Politicians in New Zealand reacted with anger to England World Cup-winner Matt Dawson's 'Hakarena' dance advert during the autumn's Rugby World Cup.
Maori Party co-leader Sir Pita Sharples had branded Dawson's insulting and "shameful".