AC Milan fans were left bemused after the Italian football giants produced a haka before their latest Serie A match.

They replicated the All Blacks' prematch ritual with a version of their own on Friday [NZ time] as they lined up to play Carpi at the massive San Siro stadium.

Reports suggest the haka was a promotional stunt for sponsors Nivea, with actors dressed as players performing movements that included wiping their faces as if applying cream during the haka.

The haka isn't new to San Siro. The All Blacks played there in 2009 with their haka a highlight of a drab 20-6 win before a sellout crowd of 81,000.

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AC Milan's prematch haka.

The stands were far from full on Friday and the fans were left wondering what was going on.

The stunt drew plenty of international attention, which will no doubt please the sponsors. Though they mightn't be happy with the reaction.

In Britain, the Mirror's coverage read: "This is one of those times when you put your head into your heads and ask, 'what is the world coming to?'

"AC Milan - one of the great clubs of European football - have just committed social suicide and the Internet is exploding. What are you doing?"

Haka spoofs are nothing new.

Last year former England rugby captain Matt Dawson raised the ire of New Zealand rugby fans when he led a London club side through a haka rendition poking fun at the All Blacks haka ahead of the Rugby World Cup in a performance backed by an English clothing distributor.

Twitter was awash with stunned reactions to the latest effort in Italy.