The Gambling Commission are to investigate the pie-eating stunt of Sutton United goalkeeper, Wayne Shaw, during their FA Cup defeat by Arsenal on Monday night.
The reserve goalkeeper was spotted in the club bar at half-time among the fans, before returning to the dug-out - with his infamous pie, flavour unknown - for the second half as 12-time FA Cup winners, Arsenal eased to a 2-0 victory.
Shaw was seen by BBC cameras tucking into a sumptuous pie in the dug-out before the final whistle.
Shaw confirmed that he had been informed about a bet surrounding himself eating a ''chicken'' pie live on television, Sun Bet offered and publicised a pie-eating stunt bet. They, coincidentally, became Sutton’s official shirt sponsor in a one-off deal.
Sun Bet is being investigated and could face action after they paid out a five-figure sum to gamblers who backed an 8-1 offer that Shaw would be seen live on camera eating a pie during the match.
The Gambling Commission enforcement and intelligence director Richard Watson said: “Integrity in sport is not a joke and we have opened an investigation to establish exactly what happened.
“As part of that we'll be looking into any irregularity in the betting market and establishing whether the operator has met its licence requirement to conduct its business with integrity.”
The FA are also believed to be considering disciplinary action.
Shaw said after the match: “A few of the lads said to me earlier on what is going on with the 8-1 [bet] about eating a pie. I said I don't know, I have eaten nothing all day. So I might give it a go later on.
“As I say what is that, Sun Bet had us at 8-1 to eat a pie. I thought I would give them a bit of banter and do it. All the subs were on and we were 2-0 down.
“I went and got it at half time from the kitchen, I had it all prepared and ready to go. It was meat and potato.”
Asked if anyone he knew backed the offer, Shaw answered: “I think there were a few people. Obviously, we are not allowed to bet. I think a few of the mates and a few of the fans. It was just a bit of banter for them. It is something to make the occasion as well and you can look back and say it was part of it and we got our ticket money back.”
Banter it may be - a hot pie may well get some people in hot water.