Sutton United’s reserve goalkeeper has risked disciplinary action for eating a pie during the side’s FA Cup defeat to Arsenal in a “publicity stunt”, with the club’s new sponsor The Sun offering odds on the incident.

Wayne Shaw looked set to become a viral sensation after chomping on the pasty before critics took to Twitter to point out that SunBets, the club’s days-old sponsor, was advertising special 8/1 odds.

MORE: As it happened: Sutton United's magnificent FA Cup run comes to an end

Manager Paul Doswell acknowledged afterwards the incident may have been a publicity stunt, which could have possibly contravened the FA’s strict rules on betting.

Speaking after the game, Doswell said he believed his goalkeeper’s pie-eating controversy “did not show [the club] in the best light”.

Sutton United left the competition after a heroic display at Gander Green Lane last night in a 2-0 defeat courtesy of goals from Lucas Perez and Theo Walcott.

Over the weekend the club had prompted anger among some football supporters after agreeing a one-off sponsorship deal with the Sun newspaper’s betting website.

An unofficial fan forum called the paper a “tainted brand” following its grossly inaccurate reporting of the Hillsborough disaster, during which 96 Liverpool fans were unlawfully killed.  

The ‘stunt’ was not the only event to blight Sutton’s great occasion, with a pitch invasion at the final whistle, flares visible at both ends and reports of plastic bottles thrown at the away dugout.

Shaw was also snapped in the bar at half-time and hoovering the dugout before the match, with many taking the social media to praise him for his antics.

In 2013, Shaw was released by Sutton United after climbing over the hoardings surrounding the pitch to confront Kingstonian fans on the terraces.

He was given a second chance by chairman Bruce Elliot and returned to the club in 2015.

The 23-stone keeper has since become a fan favourite after being spotted on the bench in Sutton's win against Leeds United in the third round of the competition.