1990 WBO light-heavyweight world title challenger Mario Melo collapsed and died during a croissant-eating competition on Sunday.
The footage below shows onlookers trying to save the life of the boxer, attempting to dislodge the food stuck in his throat
An autopsy on Monday confirmed the southpaw, a South American light-heavyweight and heavyweight champion in the eighties and nineties, had choked to death after his windpipe became blocked with dough
A witness told local media: “It was terrible because this happened in front of lots of families with young children.
“The hosts were joking and saying the participants couldn’t talk. They realised how dangerous it was but tried to minimise the risk.
“There wasn’t even a glass of water to hand. Mario asked for one when he was struggling and almost couldn’t talk and after that he collapsed.”
Journalist Christian Echeveria added: “At no point did the local town hall specify there would be a competition where the participants would have to eat as many croissants as they could in a minute.”
Melo held a record of 21-9, 17 KOs, winning the Argentinean Light Heavyweight title and a South American Heavyweight title in his time as a professional, he also once fought for the WBO title unsuccessfully in his knockout loss to Michael Moorer.