|Full name||Rafael Moreno Aranzadi|
|Date of birth||23 May 1892|
|Place of birth||Bilbao, Spain|
|Date of death||1 March 1922(aged 29)|
|Place of death||Bilbao, Spain|
|Height||1.86 m (6 ft 1 in)|
|*Club domestic league appearances and goals|
Born in Bilbao, Biscay, Pichichi played in his first Copa del Rey final in March 1913 as Athletic Bilbao, his sole club, lost 1–0 against Racing Club de Irún. Later the same year, on 21 August, the same opponents, now renamed Real Unión, were invited to play the inaugural game at San Mamés Stadium, and he scored the very first goal at the ground; two months later, he also scored the first goal at Real Sociedad's new Atotxa Stadium in the opening fixture for that venue.
Easily identifiable on the pitch due to a white cloth he tied to his head, Pichichi subsequently played in five other domestic cup finals, winning four and netting a hat-trick in the 1915 final as Athletic beat RCD Español 5–0. After returning from the 1920 Olympics, some supporters felt that his performances were no longer measuring up to his 'star' status, and this criticism caused him to abruptly quit playing altogether in order to become a referee.
Pichichi died on 2 March 1922 at age 29 from a sudden attack of typhus, with the grief among the fans at the shock news heightened with regret for the acrimonious manner in which their hero had departed the club. He scored a total of 83 goals in 89 games for his only team.
In 1920, Pichichi was a member of the very first Spain national team that played at the Summer Olympic Games in Belgium. He earned five senior caps in one month, his debut coming on 28 August in a 1–0 win against Denmark.
Pichichi's father was mayor of Bilbao, and he was Miguel de Unamuno's nephew. Both he and his future wife were immortalised in a painting by Aurelio Arteta (although it is said that the image originally depicted teammate José María Belauste, and came to be known as a representation of Pichichi and his fiancée following his death).
In 1926, a bust was erected in Pichichi's honour at the San Mamés Stadium. It was tradition for teams visiting the ground for the first time pay homage by leaving a bouquet of flowers at its base. Despite concerns that it might not be accommodated at Athletic's new ground, a suitable spot was identified at the entrance to the players' tunnel, allowing the tradition to continue at the new location from 2013 onwards.
- Copa del Rey: 1914, 1915, 1916, 1921
- Northern/Vizcayan Regional Championship: 1913–14, 1914–15, 1915–16, 1919–20, 1920–21
- "Athletic 4–1 Bilbao FC". Athletic Bilbao. Retrieved 23 September 2017.
- "La General, la mítica grada de San Mamés (1924)" [The General, the mythical stand of San Mamés (1924)] (in Spanish). Memorias del Fútbol Vasco. 8 June 2014. Retrieved 23 September 2017.
- "A LITTLE HISTORY: Rafael Moreno Aranzadi 'Pichichi'". Espangol. 4 February 2011. Retrieved 17 March 2013.
- Ramos, Jesús (6 February 2016). "Rafael Moreno Aranzadi, más conocido por Pichichi" [Rafael Moreno Aranzadi, better known as Pichichi]. Marca (in Spanish). Retrieved 24 May 2016.
- "El viejo San Mamés cumpliría hoy cien años" [Old San Mamés would be 100 years old today]. El Mundo (in Spanish). 21 August 2013. Retrieved 22 March 2017.
- Becerril, Fernando (12 October 2013). "El viejo Atocha abrió sus puertas hace un siglo" [Old Atocha opened its doors a century ago]. El Diario Vasco (in Spanish). Retrieved 14 December 2017.
- "Un poco de historia… Rafael Moreno Aranzadi "Pichichi"" [A little bit of history… Rafael Moreno Aranzadi "Pichichi"] (in Spanish). Orgullo Athleticzale. 12 May 2013. Retrieved 24 May 2016.
- Relaño, Alfredo (1 March 2016). "Rafael Moreno, Pichichi, se convierte en mito (1922)" [Rafael Moreno, Pichichi, becomes a myth (1922)]. Diario AS (in Spanish). Retrieved 24 May 2016.
- Tejedor Carnicero, José Vicente. "Spain – Cup 1915". RSSSF. Retrieved 24 May 2016.
- Eguskiza, Leyre (25 July 2016). "'Mr. Pichichi' ahonda en la cara más humana de dos grandes figuras del Athletic" ['Mr. Pichichi' delves deeper into most human side of two great Athletic figures]. Deia (in Spanish). Retrieved 26 July 2022.
- "Leyendas del Athletic Club de Bilbao – 'Pichichi'" [Athletic Club de Bilbao legends – 'Pichichi']. El Correo (in Spanish). Retrieved 23 May 2016.
- "Aduriz suma ya 83 goles con el Athletic y alcanza a Pichichi" [Aduriz totals already 83 goals with Athletic and equals Pichichi]. La Vanguardia (in Spanish). 9 May 2015. Retrieved 26 July 2022.
- Griñán, Marta (2 March 2022). "Cien años de la muerte de Pichichi, el origen del mito" [100th anniversary of death of Pichichi, the origin of the myth]. Diario AS (in Spanish). Retrieved 26 July 2022.
- Pichichi at Olympedia
- Fernández G. De Quevedo, José Ramón (2 September 2014). "OPINIÓN: 'Pichichi', de Hugo a Chicharito" [OPINION: 'Pichichi', from Hugo to Chicharito] (in Spanish). Goal. Retrieved 24 May 2016.
- "El Athletic comunica la baja a Felipe, Bordas y Escalona" [Athletic tell Felipe, Bordas and Escalona of decision to release them]. Diario AS (in Spanish). 31 May 2006. Retrieved 24 May 2016.
- "Ofrenda a Pichichi" [Offering to Pichichi] (in Spanish). San Mamés.org. Retrieved 7 August 2017.
- Gurrea, Iván (11 September 2013). "El busto de Pichichi no encuentra su sitio en el nuevo San Mamés" [Pichichi's bust can not find its place at the new San Mamés]. ABC (in Spanish). Retrieved 24 May 2016.
- "El Genk homenajea a Pichichi" [Genk pay homage to Pichichi]. El Correo (in Spanish). 3 November 2016. Retrieved 19 March 2017.
- "Los discípulos de Pichichi" [Pichichi's disciples]. El Correo (in Spanish). 9 October 2015. Retrieved 11 February 2016.
- "Pichichi". Athletic Bilbao. Retrieved 14 March 2017.
- Stokkermans, Karel. "VII. Olympiad Antwerp 1920 Football Tournament". RSSSF. Retrieved 14 March 2017.