A massive billboard poster of Carlos Tevez in his West Ham United kit has been put up within feet of Sheffield United’s Bramall Lane ground.
The poster appears to show Tevez celebrating the goal that relegated the Blades from the Premier League in 2007.
The advert has been taken out by Sky Sports and features the catchline ‘Sky Sports and the Premier League - 23 years and counting’.
It is likely to provoke fury among many Blades fans, still bitter over what became known as the Tevez Affair.
Back in 2007 Tevez, and teammate Javier Mascherano was part owned by West Ham and businessman Kia Joorabchian’s Media Sports Investment (MSI) company, an arrangement which breached Premier League rules.
Just weeks before the end of the season The Premier League decided against punishing West Ham with an expected points deduction, and instead fined them £5.5 million, and allowed the Argentinian pair to appear for the club for the rest of the season.
On the final day of the season Tevez scored the winner for the East London club against Manchester United at Old Trafford, a goal which ensured his team’s Premier League safety and condemned the Blades to relegation to the Championship.
Had West Ham been docked points for fielding Tevez and Mascherano, they would have been relegated and Sheffield United would have been safe.
The affair sent shockwaves through the world of football and legal wrangling between the two clubs lasted until 2009 when an out of court settlement was agreed which saw West Ham pay the Blades £20 million in compensation for the relegation.
West Ham signed the Argentinian striker, who started his career at Boca Juniors, from Brazilian side Corinthians in August 2006.
He has since gone on to play for Manchester United, Manchester City, and Juventus. He is now back where he started at Boca.
The billboard has caused a stir on Twitter with fans from both Sheffield United and West Ham giving their verdicts.