BBC viewers have been left outraged after co-commentator Martin Keown opted to launch a bizarre attack on book-lovers.
Seemingly out of nowhere, the former Arsenal defender appeared to take offence at anyone who might be reading rather than watching the England-Sweden World Cup quarter final.
“There might be someone back home reading a book,” he said. “They need to get a life.”
Predictably, social media users reacted with both bemusement and outrage at the anti-literature outburst. And with a few choice insults of their own.
“Only Martin Keown could manage to offend people who are not even watching this game! #books #SWEENG” declared Labour MP David Lammy.
“Maybe if you read a few more books Mr Keown,” declared another poster, going simply by Liz, “you might not sound like such a moron.”
Another poster offered a radical approach to his own viewing habits. “I read books. I watch football. I often do both at the same time. Bet that would confuse the heck out of Martin Keown,” tweeted Halifax-based Mark Wright.
The 51-year-old followed the strange remarks up 20 minutes later by advising people to celebrate the fact England were winning by “putting your sprinklers on”.
His co-commentator Guy Mowbray appeared to allow a dignified silence to follow the remark.
In the match itself, England beat Sweden 2-0 to reach their first World Cup semi-final in 28 years. It remains to be seen if Keown will be used as co-commentator in that match.