Francisco Maria Churruca Iriondo Azpiazu Alcorta (born 1 April 1936), also known as Patxi, was a Spanish jai alai player. A native of Mutriku, Gipuzkoa, Basque Country,Churruca Iriondo, Francisco, Eusko Ikaskuntza (in Basque) he is regarded as the game's greatest playerTributo Al "Sultan" (Patxi Churruca) [Tribute to the "Sultan" (Patxi Churruca)] (in Spanish), Zulaika's Jai-Alai Blog, 26 January 2010 and has been called "the Babe Ruth of jai alai." He retired in 1983, saying "I knew it was time to quit when my eyes were quicker than my legs."
He was referenced in the television series ‘’Mad Men’’ (set in the world of 1960s American advertising), in a storyline involving a client's elaborate plan to promote jai alai as the "new national pastime" with Patxi as its figurehead.Week 4: Will This Be the Funniest Season of Mad Men Yet?, Slate, September 6, 2009
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