Salt Bae turned a simple salt-sprinkling gesture into a global brand, building a luxury restaurant empire frequented by celebrities, athletes and influencers. The Turkish chef, whose real name is Nusret Gökçe, became one of social media's biggest success stories, with his Nusr-Et steakhouses and extravagant gold-covered steaks attracting diners willing to pay premium prices for the experience.
However, his carefully crafted image took a dramatic hit on 18 December 2022. During Argentina's World Cup victory celebrations in Qatar, Salt Bae repeatedly approached Lionel Messi for photographs before handling the FIFA World Cup trophy without authorisation. The incident sparked worldwide criticism, triggered a FIFA investigation and, for many, marked the beginning of the decline of his once-unstoppable brand. As interest in the controversy resurfaces during the 2026 World Cup, the moment remains closely tied to the chef's fading global appeal.
The Moment That Changed Everything
Argentina's dramatic victory over France in the 2022 FIFA World Cup final should have belonged entirely to Lionel Messi and his teammates.
Instead, videos quickly spread online showing Salt Bae walking onto the pitch, chasing players for selfies and repeatedly attempting to get Messi's attention during the celebrations. One widely shared clip showed Messi appearing reluctant to engage before briefly stopping for a photograph, prompting criticism that the celebrity chef was trying to make himself part of football's biggest moment.
The backlash intensified after Salt Bae was filmed holding, kissing and tapping the World Cup trophy.
Under FIFA regulations, the iconic 18-carat gold trophy may only be handled by a select group of people, including tournament winners, heads of state and authorised FIFA officials. His actions were widely condemned as a breach of one of football's most respected traditions.
FIFA's Response
Despite years of speculation, FIFA has never officially announced that Salt Bae is banned from future World Cup finals.
Instead, the governing body confirmed it had launched an internal investigation into how unauthorised individuals gained access to the pitch after the trophy presentation.
A FIFA spokesperson said Salt Bae's presence was unauthorised and confirmed that appropriate internal action would be taken. While FIFA never publicly disclosed the outcome of the investigation, the incident prompted widespread scrutiny over security at one of the world's most high-profile sporting events.
The Backlash Spread Beyond Football
The consequences extended beyond FIFA.
In 2023, organisers of the US Open Cup confirmed Salt Bae would not be invited to attend the tournament's final. Music festival Rolling Loud also announced he was banned from its Los Angeles event following the World Cup controversy.
The viral clips dramatically changed public perception. Once celebrated for his theatrical dining experience, Salt Bae increasingly became associated with an awkward attempt to steal the spotlight from Argentina's historic triumph.
A Luxury Empire Loses Its Shine
Even before the World Cup controversy, Salt Bae's business had faced growing criticism.
Former employees in the United States filed lawsuits alleging workplace issues, including unpaid overtime and disputes over tips, allegations that Gökçe denied.
The fallout from Qatar only intensified those challenges. Reports suggest his London restaurant's profits fell by more than 30 per cent, while five of his seven US restaurants have since closed. Although his Middle East locations continue to trade, the worldwide excitement surrounding the Nusr-Et brand has noticeably cooled.
His signature gold-covered tomahawk steak, once a viral luxury purchase costing up to $2,000 (around £1,500), has increasingly drawn criticism from diners who argue the experience no longer justifies the price.
From Viral Icon To Cautionary Tale
Salt Bae's reputation suffered another setback after reports claimed he attempted to enter a private celebration following the 2025 UEFA Champions League final without an invitation, reinforcing the perception that his celebrity status had diminished.
Today, Gökçe continues to operate restaurants around the world, but his influence is a fraction of what it was at the height of his viral fame.
While FIFA has never officially banned Salt Bae from future World Cup finals, the events of 18 December 2022 remain impossible to separate from his legacy. His pursuit of Lionel Messi, unauthorised handling of football's most prestigious trophy and attempt to insert himself into Argentina's celebrations transformed him from an internet phenomenon into a cautionary tale about the fleeting nature of viral fame.
For many football fans, that night in Qatar did more than tarnish his reputation—it overshadowed the global brand he spent years building, proving how one ill-judged moment can redefine an entire career.
