Cam Newton came into Sunday's Super Bowl 50 having been criticized for apparently enjoying himself too much on route to the NFL's season finale.
After enduring a torrid night at Levi's Stadium, however, the Carolina Panthers quarterback barely cracked a smile as his team succumb to a 24-10 defeat.
Newton's frustration and displeasure was clear for all to see during his post-game media responsibilities as he offered up one-word answers to questions before ultimately cutting the whole thing short. That didn't sit well with Hall of Famer, Deion Sanders.
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"You are the face of our brand right now," said the former cornerback turned media personality, via Fox Sports.
"You can't do that. I understand the emotions of losing. You can't do that. A Manning, a Brady, all of those guys who have been prototypical [guys] would never do that.
"You can't be dabbin', smiling, styling and profiling when you win, so this is how you go out when you lose?"
After coughing up the ball twice (both ultimately leading to Denver's two touchdowns), throwing an interception and failing to register a TD pass in the biggest game of his career to date, Newton was never likely to be forthcoming after the game.
Still, his actions will only give his critics more ammunition and, however hard it might have been, Newton may have been better advised to at least see out his media duties.
Having faced a fearsome Broncos pass rush for virtually the entire game, though, the Panthers QB probably just wanted to get as far away from the scene of the defeat as quickly as possible.