Explained: The bizarre reason Tottenham & South Korea talisman Son Heung-min can't take selfies with certain fans

The South Korea international, who is now club captain at Spurs, is one of the most affable and likeable characters in professional sport. He is always happy to pose for pictures with his adoring fanbase, but is not always able to take a leading role in that process.

A video has gone viral of Son apologising to a supporter for being unable to hold their iPhone as a selfie is taken. That is because he has a sponsorship deal with Samsung that prevents him from touching or using rival products. He became an ambassador for the Korean electronics company in the summer of 2023.

Son works with several leading brands – including Calvin Klein, Burberry and Gatorade – with his profile, particularly back in his homeland, making him of obvious appeal to those looking for a famous face to front their campaigns.

While he is big business off the pitch, Son has been starring on it of late. After mustering just 14 goals across all competitions last season, he is already up to three in 2023-24 after hitting a hat-trick in his last Premier League outing against Burnley – with Spurs picking up 10 points from four games so far under Ange Postecoglou.