talkSPORT presenter Alan Brazil has caused outrage online for his comments about women's football, leading to his co-host calling him a 'proper dinosaur'.
Ever since the formation of the Women's Super League in 2010, Women's professional football has absolutely blown up in popularity, with thousands of fans tuning in to watch their team compete every week.
There is still some way to go for the women's game to be viewed as an equal to the ever-popular Premier League, leading to clubs across the world starting initiatives to help raise the profile of the sport.
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However, when discussing the latest plan announced by Manchester United, talkSPORT presenter Brazil went on a highly controversial rant which has been met with significant backlash online.
On Wednesday, a report from The Times revealed United's 'Mission 1', a plan to help promote United women's team by leading the side to their their first-ever Women's Super League title.
The plan was discussed during talkSPORT's breakfast show with Brazil and co-host Shebahn Aherne, but Brazil made it clear he wasn't interested in United's women team.
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Alongside 'Mission 1', United unveiled 'Mission 21', a plan written by Sir Dave Brailsford, Director of Sport at Ineos, to get United back on track to winning the Premier League, and Brazil argued that this is all that people cared about.
Speaking about the two plans, Aherne said: "Both missions includes another mission for the women's team it's called Mission 1. The plan to get the women to the first title in the WSL.
"Both missions come under this broader project 150 which aims to get the club back to winning the Premier League."
But before she could finish, Brazil interrupted, adding: "With the greatest respect, when you talk about Manchester United, women's football is getting more important but when you talk about Manchester United, it's only the men's and the Premier League we're talking about here with mission impossible. It's not the women's.
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Aherne clarified that the women's team are specifically mentioned in United's plan, but Brazil didn't care, stating: "Sorry, people around the world are not bothered. They're not. In the bigger picture, they're not.
"The bigger picture is men want to see, Man Utd fans want to see Manchester United in the Premier League challenging
But Aherne wasn't willing to give in to her colleagues point of view, replying: "I want to see that too but I would also quite like to see the women being supported. You've just said people don't care, people do care.
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"The bigger picture is having a future and being valued"
Brazil responded by saying that he was not willing to 'sit here and lie' by saying that United's women team was important to people, and remained steadfast in his view that it's only the success of the men's team that matters.
Leading to Aherne letting her frustrations known by hitting out at Brazil, saying: "Al, stop being like that. Honestly. You sound like a proper dinosaur. That is obviously you're spirit animal the way you sound on this this morning. I don't know why you're speaking like that.
"Listen to yourself. There is a project. That's unbelievable from you. You're the one with a granddaughter playing football. Listen to your language right now, that's important."
Topics: Football, Womens Football, Womens Super League, Manchester United
Ben McCrum