Paris Saint-Germain, usually shortened to PSG, is the Paris football club founded in 1970 and based at the Parc des Princes. In French commentary the word for a goal is but, so a shouted but is the natural call when a team scores. Clips built around that single word travel easily on football social media because they need no translation for fans who know the club colours and chant culture. Supporters reuse the call for goals, wins and playful teasing of rival fans in short videos.