Too much too bad: Argentine ex-boxer chokes to death in televised croissant eating contest

A former boxer has choked to death during a televised croissant eating contest in Argentina.

The death of 56-year-old Mario Melo was announced by his sister Monday.

Aida Melo told the local TN television channel that her brother collapsed behind the contest's announcer as he was choking on a medialuna, a traditional Argentine croissant.

She said people thought that he was pulling a prank, but he kept desperately gesturing to the announcer for help.

Aida Melo said a doctor finally was summoned from the audience and Mario Melo was rushed to a local hospital in the town of Pinamar, where he was later declared dead on Sunday.

Melo was a light heavyweight and heavyweight champion of South America in the 1980s and 1990s.