This was supposed to be the World Cup where the greats dazzled with a string of performances that would leave fans purring and have future generations uttering their names for years to come.
Unfortunately for Brazil's Neymar his displays are still being talked about -- though probably not in the way the world's most expensive player would have wished.
Four years ago the Paris Saint-Germain $255 million star missed Brazil's humiliating 7-1 semifinal defeat by Germany through injury. Russia 2018 was supposed to be his time, even if he had missed a chunk of the 2017/2018 season due to a foot injury.
As the World Cup nears its conclusion, Brazilian forward Neymar is faced with not just a bitter few days of what might have been, but a coming season of what to do now, report agencies.
The Paris St Germain striker arrived in Russia hoping to guide Brazil to their sixth title and also as favorite to succeed thirty-something Lionel Messi and Cristiano Ronaldo as the best player in the world.
Instead, he was ridiculed for his haircuts, diving and tears, and the 26-year old must now decide what to do about his tattered reputation.
"In terms of communications, Neymar's big problem - and it's one common to other athletes - is his lack of empathy," Diogo Kotscho, a communications specialist who looked after Kaka's career and is now VP of Communications at MLS club Orlando City, told Reuters.
"He is very protected, and the people who speak for him are his dad, his mum, his sister, his girlfriend. Neymar never speaks and when he does it is via social media or in tightly controlled interview situations. Any identification with him is superficial. The priority is getting him to open up and let the public know the real Neymar."
To many football fans, as well as to the coaches and players who criticised him, the Neymar they saw in Russia was spoilt and narcissistic.
One particular incident against Serbia, when he rolled along the touchline in overwrought hysteria, became an instant source of ridicule.
Memes picturing the fakery were shared millions of times, as were videos of children imitating his exaggerated response in parks and stadiums as far apart as Mexico and Scotland.
Neymar is an obsessive user of social media, and with 99 million followers on Instagram and 61 million likes on Facebook he has considerable influence. People who know him invariably say he is polite and easy going.
But because he appears to live his life surrounded by a protective entourage, it is not clear whether he has seen or cares about the ridicule.
Nor is it clear whether he intends to do anything about it when he begins the new season at PSG, a club he joined last year.
A spokeswoman has rebuffed repeated requests from Reuters over the last year to talk to Neymar, his agent father, and his financial advisers.
But Kotscho said those financial experts could be decisive in any future decisions about an image makeover.
"Maybe when it starts to harm his business the red light will flash," he said. "Top players earn more from image rights than from actually playing football, so if the sponsors start disappearing that might be the moment he starts to pay attention."
In 360 minutes of football in Russia, Neymar spent 14 minutes on the floor, according to Swiss broadcaster RTS. It was time mainly spent rolling around in apparent agony before getting back on his feet again to continue with the dribbles, flicks and no-look passes.
There is a case for the defense. Neymar suffered 26 fouls in five World Cup matches and was tackled 14 times.
Argentina's Lionel Messi, by comparison, was fouled 15 times and tackled 10 times, while Portugal's Cristiano Ronaldo was fouled 14 times and tackled 13 times. Both Ronaldo and Messi played one fewer match than Neymar.
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