Chelsea have been slammed for "reaching a new low" with their announcement video for Joao Felix.
On Wednesday the Blues confirmed the permanent capture of Felix, who has signed a seven-year deal to become their tenth signing of the summer window so far.
It will be a return for Felix, who had a spell on loan in the 2022/23 season and played 20 times in all competitions, scoring four goals.
The Portugal international then spent last season on loan at Barcelona but has finally left Atletico Madrid for a fee around £45 million.
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Conor Gallagher's move to Atletico from Chelsea has finally been sealed for £33 million as a result.
Chelsea announced Felix just after 1pm with a series of clips of him in the new kit at the club's Cobham training base.
They captioned the post 'Home again' and had Kanye West's 'Homecoming' playing in the video.
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But some supporters took issue with the whole idea of Felix coming home.
Not only because Felix only spent a brief period on loan but also the fact that Gallagher's home, until now, has always been Chelsea.
A boyhood Chelsea fan, he grew up ten minutes away from their training ground and spent a combined total of 20 years in the academy and first-team.
One wrote: "Using Homecoming on the announcement of a former loan player you've only signed to enable the sale of an actual homegrown player is a new low."
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A second said: "Using a former loan player’s announcement to facilitate the sale of a homegrown player is a new low in club tactics."
A third wrote: "Especially considering the track's meaning of a kid growing up and developing a deep attachment to his city. But they've driven out their locality and heart, choosing a soulless, profit-driven scheme. It's so backwards, man."
A fourth user commented: "Chelsea are quickly becoming the most disliked club aren’t they."
A final person fumed: "The most embarrassing institution in football."
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Gallagher, meanwhile, has penned a five-year contract with Atletico and will be registered as an EU player due to a clever loophole.
Topics: Chelsea, Conor Gallagher, Joao Felix, Fan Reactions
Josh Lawless