Rihanna appeared to scratch her crotch and sniff her fingers during her Super Bowl LVII half-time performance.
Having had an extended break from music, the Bajan singer rattled through her huge catalogue of hits in an epic 13 minute performance at the State Farm Stadium in Arizona as the Kansas City Chiefs beat the Philadelphia Eagles 38-35 to claim the Vince Lombardi trophy.
The set began with 'B*tch better have my money' - although the 34-year-old won't be paid for performing due to a long-standing rule.
However, it was when she busted out the huge, sexually suggestive track 'Rude Boy' when things got a little interesting.
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As footage shows, a gyrating Rihanna appeared to grab her crotch area and then proceeded to smell and taste it when the music briefly transitioned into her song "Kiss it better".
Rihanna has grabbed her crotch on stage many a time in years gone by but predictably, because it was on such a big platform, it caused a serious stir online.
One user wrote: "So is it me or did Rihanna just grab her junk and then smell it and taste it? Way to stay classy!"
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A second said: “Low energy and disgusting. Why did she grab her crotch, then smell it!! Horrible show for our kids!”
A third added: "Apparently I’m the only person in Twitter who thinks Rihanna’s halftime show was terrible. Why is she touching her crotch in a show kids are watching? And why are her backup dancers dressed like hazmat COVID freaks that do those gross brain swab tests?”
A fourth opined: "Rihanna’s Super Bowl halftime show just totally flopped. It was boring and full of crotch grabbing. The NFL continues to disappoint."
A fifth commented: "Probably just me but I found Rihanna’s halftime show crude and lackluster. I don’t think rubbing one’s crotch and then sniffing your fingers amid a sea of pelvic thrusts-hers and her strippers-is art, much less entertainment. How proud the baby she’s carrying will be of her show."
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Rihanna also teased being pregnant for a second time by touching her baby bump. She gave birth to a son with boyfriend A$AP Rocky in May 2022.
The Fenty Beauty owner finished up with a rendition of 'Diamonds' and was seen popping the champagne as she greeted loved ones after being escorted backstage by security.
Featured Image Credit: Apple TV & NFLTopics: Super Bowl, NFL