Sutton United goalkeeper Wayne Shaw under investigation by Gambling Commission and FA
The Football Association and Gambling Commission are investigating whether any betting regulations were breached during Sutton United's FA Cup defeat to Arsenal on Monday.
Before the game, a bookmaker had offered a price of 8/1 for United's reserve goalkeeper Wayne Shaw to "eat a pie live on air" during the match.
In the 86th minute, the 46-year-old was filmed, live on TV, standing by the substitutes bench eating a pie.
Both parties are now investigating whether he intentionally flouted the rules.
It is against FA rules for anyone involved in football to bet "either directly or indirectly, on any football match or competition that takes place anywhere in the world".
Speaking to ITV News, Mr Shaw denied intentionally eating the snack so others could gain financially.
He said: "I had nothing to eat all day, literally [felt] light-headed - I just had to get something in just to make sure I was alright.
"We're not allowed to bet on anything so I would never put anything in jeopardy like that.
"Definitely there's no betting going on from me or any of the lads - nothing like that. How this has come about... to be fair has been taken out of all context."
He added: "It wasn't even a pie, it was a pasty."
Richard Watson, Gambling Commission enforcement and intelligence director 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."
An FA spokesperson said: "We are investigating to establish whether there has been any breach of The FA rules relating to betting."