Mastercard has scored a potential own goal in its bid to portray itself as a purveyor of social good as its social media campaign to provide thousands of meals to children misses the target with some on social media.

In an attempt at creating empathy with football fans, the credit card brand has announced that for every goal scored in the World Cup and any further competition over the next two years by Lionel Messi or Neymar, it will provide 10,000 meals to starving children.

However such a gesture has led several high profile social media users, including football writer Henry Winter and former England striker Ian Wright to criticise the gesture.

Through Twitter, Winter questioned why the brand didn’t just feed the children rather than create a marketing campaign out of it, while Wright questioned how the idea was sanctioned in the first place.

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