Brazilian goalkeeper Michel Alves has seen his star rise dramatically over the past 24 hours but, unfortunately for him, this cannot be attributed to any distinguished displays.
No, the 31-year-old's new found fame comes from an almighty clanger during Criciuma's defeat to America Mineiro on Saturday, and it will be a moment he will never be able to escape.
After saving a straightforward shot from the opposition forward, Alves tries to spring to his feet with the ball in his grasp, but inexplicably stumbles and fumbles and the ball squirms into the net.
Is it the most embarrassing own goal of all time? Watch the video above to decide for yourselves, while the video below suggests some other contenders.