Sporting world's amazing show of support for bullied boy

Some of the biggest names in American sport have sent touching messages of support to a schoolboy whose heartbreaking reaction to being bullied has gone viral.

Video of Keaton Jones bursting into tears after being picked up by his mother during his lunch break at school was posted on Facebook on Sunday, and instantly gained worldwide attention.

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As you can see in the video above, Keaton complains of other pupils mocking his appearance, telling him he has no friends and pouring milk over him.

“Why do they bully? What’s the point of it? Why do you find joy in taking innocent people and finding a way to be mean to them? It’s not OK,” Keaton says.

The original video, posted by Keaton’s mother, has been viewed more than 18 million times on Facebook.

“For the record, Keaton asked to do this AFTER he had he me pick him up AGAIN because he was afraid to go to lunch,” Kimberly wrote.

“My kids are by no stretch perfect & at home, he’s as all boy as they come, but by all accounts he’s good at school. Talk to your kids ... We all know how it feels to want to belong, but only a select few know how it really feels not to belong anywhere.”

UFC boss Dana White shared the heartbreaking video on Twitter, and was floored by the response.

"Thank u all for helping try to find Keaton. 1000% greatest post and response in my social media history. This kid is special and we all feel it. Dying to meet him!!" White posted.

The vision also caught the attention of some high-profile athletes in America, including a number of UFC and NFL stars.

“I want you to know, bud, you’ve got friends in the UFC,” light heavyweight champion Daniel Cormier said in a personal video message to Keaton.

“Regardless of how dark it looks and how sad you may become, know that people are your friend and willing to stand with you.”

“It’s not wrong to be different. We all are beautifully and wonderfully made," said welterweight champ Tyron Woodley.

“Just remember, man, you one of a kind. God didn’t make no mistakes. Your life is going to have a purpose, a way you can reach and inspire someone else through all the adversity you face.”

Tennessee Titans player Delanie Walker reached out to Jones and his mother on Twitter with words of encouragement from Buddah and an offer of tickets to a game.

Walker said that he hoped to raise awareness to bullying in schools.

Fellow sports stars flooded social media with more messages of support and love.