Fans have criticised TV broadcasters after a 'crepy' sign targeting Alisha Lehmann was caught on camera during Switzerland's World Cup draw with New Zealand.
There have been many trends and developments that have enhanced football in recent years, but supporters taking cardboard signs into stadiums is not one of them.
Attend any top flight game in Europe and you're bound to see fans sat on the front rows holding up signs asking for player shirts, photos or autographs.
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Up until now they've been, at worst, annoying. However, Some of the signs held up at the Women's World Cup have been a little more inappropriate.
Alisha Lehmann is one of the most famous female players in the world, both due to her on-field talents and her huge commercial value.
The Swiss attacker recently became the first female cover star for SWM magazine, and reportedly earns over £200,000 for her branded Instagram posts.
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Her Instagram page - where she posts bikini photos, travel snaps and match action - has over 14 million followers.
Her fans idolise her, but one took it too far during Switzerland's goalless draw with New Zealand at the Women's World Cup on Sunday.
As Lehmann entered the action as a second-half substitute, TV Cameras panned to a supporter holding up a sign that read: 'Alisha Lehmann sign my belly so I can be seen on telley.'
Viewers weren't impressed. One said: "Media/Broadcasters: Please don't show creepy dudes with signs asking for Alisha Lehmann to 'please sign their belly so they can be seen on telly'.
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They are weird perverts and would think we're better than to promote them."
A second joked: "She's not gonna s**g you mate."
A third added: "'Alisha Lehmann, sign my belly so I can be on telly' is wild."
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Regarding the support she receives for her off-field activities, Lehmann previously said: "I appreciate the support so much, it gives me strength on the pitch.
"But I really don't think about it. I don't think that I'm better than anyone else, I come from humble beginnings with how I grew up with my family in Switzerland.
"I don't see myself as someone with loads of followers on social media, obviously I'm proud it - alongside my football - but it doesn't change anything."
"Some people just see Instagram and social media and don't even know I actually play football, when I don't post a football picture for a week, people say, 'Oh she doesn't even play'.
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"I think sometimes it's a bit hard because obviously I train every day, like everyone else, I play every weekend and sometimes it's hard because they make a picture of you.
"I'm a proper footballer. I work hard every day. I want to be the best version of myself in football and that's my first priority in life."
Topics: Womens Football, Womens World Cup, Switzerland, UEFA, Fan Reactions
Alex Brotherton