Ahead of Sunday's AFC Conference championship play-off clash between the Denver Broncos and the New England Patriots, a Denver bar have sent out a controversial insult to Patriots' quarterback Tom Brady.
The bar's owner, Sean Workman, changed the marquee on the front of the building to read: "Brady wears womens underwear".
However, what is surprising is that Workman is in fact a Patriots fan.
So, what on earth was he thinking?
"I'm just tying to generate some fun for next weekend," Workman told reporters. "We try and come up with some fun sign ideas and get people riled up here in town and give them something to laugh at as they drive by."
Well, his message has had the desired effect - an image of his bar has now gone viral across the internet.
But will it affect Brady's performance this weekend at the Sports Authority Field in Colorado?