Reacting to a bottle-snatching trend at the European Championship started by Cristiano Ronaldo, players on the 24 teams have been asked to stop removing strategically placed sponsor drinks from the news conference platforms.
But UEFA's demand was immediately ignored on Thursday as Ukraine skipper Andriy Yarmolenko became the latest player to mess about with the drinks bottles at a post-match news conference in a trend that's amusing social media users but disconcerting organisers.
Portugal's Ronaldo had started the fad by moving aside bottles of Coca-Cola and pointedly grabbing water instead as he sat down to speak to the media on Monday.
After the snub - which was widely shared and viewed by millions around the world - stock in the drinks company and Euro 2020 sponsor dipped 1.6%, losing about $US4 billion ($A5.3 billion) in value.
Yarmolenko, fresh from scoring in his team's 2-1 win over North Macedonia, took advantage of the limelight for some mischief.
"Can I do something? I saw Ronaldo doing this," he said, grinning. "I want to move the (Coca-Cola bottles) here and I want to move the beer here. Coke and Heineken, please get in touch!"
The 31-year-old then dissolved into laughter before moving the bottles back to their original positions in front of him.
France midfielder Paul Pogba, a practising Muslim, had removed a Heineken bottle at a news conference on Tuesday, while Italy midfielder Manuel Locatelli also moved Coca-Cola bottles on Wednesday, replacing them with water.
European governing body UEFA took a dim view of the players' gesture, reminding teams they have contractual obligations towards tournament sponsors.
Coca-Cola did not immediately comment on Yarmolenko's action, though after the Ronaldo incident it referred to a UEFA statement outlining the company's range of drinks also including waters, isotonic sports drinks, juices, coffee and tea.
Ronaldo, Paul Pogba and Manuel Locatelli all removed sponsor bottles away from the view of cameras when taking their seats at this week.
Euro 2020 tournament director Martin Kallen said on Thursday that UEFA has "communicated with the teams regarding this matter."
"It is important because the revenues of the sponsors are important for the tournament and for European football," Kallen said in a briefing.
Australian Associated Press
