A Newcastle supporter got a little overexcited at his side's extra-time winner in Tuesday night's FA Cup fourth-round replay victory at Oxford Unted.
As Allan Saint-Maximin raced over to celebrate in front of the away fans, TV viewers would have been shocked to see one fan unzipping his trousers, whipping out his penis and gesticulating with it.
He appeared to simulate a masturbation act as he saw his team finally overcome their League One opponents after a gruelling 120 minutes at the Kassam Stadium.
The game was broadcast live on BBC One and caused the Ten O'Clock News to be delayed until the end of the game.
The fan's antics attracted much discussion on social media, with eagle-eyed viewers posting a clip of the bizarre celebration on Twitter.
One said: 'Fair to say one Newcastle fan really enjoyed that goal', while another wrote: 'I think this Newcastle fan got a bit excited?'.
Another simply tweeted: 'The magic of the cup'.
Saint-Maximin himself chimed in, tweeting 'Me after seeing the helicopter celebration' alongside a gif of the 'excuse me' reaction.
The late victory, secured in the 116th minute, sets up a trip to the Hawthorns with Newcastle taking on West Brom next month in their first FA Cup fifth-round clash in 14 years.
The Magpies prevailed 3-2, only after seeing their two-goal lead wiped out in the final six minutes of normal time.
Sean Longstaff and Joelinton had put the Premier League side two goals to the good in the replay, following last month's goalless draw at St James' Park.
But they were made to sweat when Liam Kelly pulled one back in the 84th minute and were then forced into the added half-an-hour when Nathan Holland's volley found the bottom corner in the 94th minute.
With the dreaded penalty shootout looming Saint-Maximin delivered with just four minutes remaining.
The 22-year-old shifted the ball onto his right foot and drilled a powerful effort from the edge of the area beyond goalkeeper Simon Eastwood and into the back of the net.
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Good that he celebrated Saint Maximin's goal, if he was Dortmund fan and celebrated Haaland's goal, he would have to do it every 20 minutes.