Opposition fans have sunk the boot into Eddie McGuire following Collingwood's heartbreaking five-point loss to West Coast in Saturday's AFL grand final at the MCG.
When Eagles midfielder Dom Sheed kicked the winning goal at the 28-and-a-half minute-mark of the final term, no one was more devastated than the Collingwood president.
Television cameras flashed to the 53-year-old as the seconds ticked down in the final minute, and it was clear the gut-wrenching defeat was already hitting home for one of Australia's best-known media figures.
In cruel scenes following the final siren, McGuire was seen with tears in his eyes as he digested the result.
MORE: AFL Grand Final player ratings: Collingwood Magpies | AFL Grand Final player ratings: West Coast Eagles
Making the defeat all the more difficult for Collingwood to come to terms with was the fact that they held a huge 29-point lead in the first quarter, booting the first five goals of the game.
Fans lined up to take a shot at McGuire on Twitter.
Stick that in yer pipe Eddie McGuire #AFLGF #AFLEaglesPies
— Yabba (@YabbaOnTheHill) September 29, 2018
Watching Eddie McGuire's sad face on every major TV channel pic.twitter.com/3BuL75VlnN
— Nicola Erin Ritchie (@nick_e_louder) September 29, 2018
To all you wonderful people who want to stick it to "Eddie McGuire" - I salute you!👏👏👏👍
— RUTHIE RICHTER (@ruthiepikelet) September 29, 2018
Yo Eddie McGuire, who wants to be a premier #AFLGF2018 #AFL #wce18 #AFLPiesEagles #Eagles pic.twitter.com/mXRd07XPY1
— Kelly (@KellyVestby) September 29, 2018
Nation Collectively Laughs At Eddie McGuire https://t.co/q2xyVRX10C
— Stephen Barber (@StephenBJobs) September 29, 2018
Had no idea what the heck was going on for that entire grand final, but it was good to see Eddie McGuire get the sulks
— JT (@Tanswell87) September 29, 2018
I don’t know much about afl but i do know how much i dislike eddie mcguire so that grandfinal was great
— shaunjumpnow (@shaunjumpnow) September 29, 2018
Not a footy fan at all, but it was well worth watching the last coupla minutes of the #GrandFinal2018 just to see Eddie McGuire's face at the end 😁😁😁
— Phil Dean (@zeptepi_phil) September 29, 2018
While the Pies came up agonisingly short in the biggest game of the year, McGuire should be commended for showing faith in coach Nathan Buckley, when there were calls for his sacking towards the end of last season.
Collingwood finished 13th in 2017 and managed to turn their fortunes around to go within a kick of a premiership in 2018.
That's, in large part, thanks to McGuire's loyalty towards Buckley, and Buckley's performance this season.
Before the ball was bounced on Saturday afternoon, Collingwood's banner fell apart, leaving the players to run through an empty banner as they entered the ground.
Perhaps that was an omen for how the game was going to finish.
