The Super Bowl is much more than a football game. It's also a night where commercials get as much scrutiny as the machinations on the field.
'Ain't no real bruhs going to H&M to buy some damn David Beckham underwear,' Martin tweeted.
Right after that, he added the following:
'If a dude at your Super Bowl party is hyped about David Beckham's H&M underwear ad, smack the ish out of him!'
There were multiple comments in response, the majority wondering why Martin would write words tinged with homophobia.
'Roland Martin's comment about David Beckham's H&M underwear and a 'dude' liking it truly show his bigoted self,' tweeted S. Carnes.
'To insist that a man be physically attacked because of his sexual orientation is disgusting,' wrote Harriet Thugman.
Martin dismissed all the criticism, noting his words had no bigoted intent. Instead they were a slap against soccer as a sport. He added anyone who followed his Twitter account understood his disdain for Beckham's sport.
This explanation proved unconvincing to the Gay & Lesbian Alliance Against Defamation (GLAAD), who created a petition asking CNN to fire the analyst.
'Martin's tweets today advocating violence against gay people weren't an accident -- they are a part of a larger pattern for Martin,' the organization wrote.