Boohoo have been accused of making a big booboo as they were slated for suggesting women only watch football to see attractive players.
The online fast fashion brand reacted to the news superstar Ronaldo's days at Manchester United are over with a controversial tweet.
The Portugal forward is leaving Old Trafford under a cloud following his explosive tell-all interview with Piers Morgan.
Boohoo's social media team wanted to get in on the action and uploaded a photo of the forward to Twitter.
But the Manchester-based firm caused annoyance with a post widely considered misogynistic.
They tweeted: "Cristiano Ronald [sic] is leaving Manchester United by mutual decision, with immediate effect! No need to watch the footy now girlies xxxx".
But the implication that women might only watch football because they 'fancy the players' did not go down well.
It's a set-back for the girls' game following the incredible success of the Lionesses at the Euros this summer, a victory that catapulted the game to a whole new level.
Boohoo were inundated with complains and this morning deleted the tweet.
But that didn't stop many having their say.
One person posted: "Some of us watch football because we actually enjoy the game, not all women watch football because they fancy the players! This tweet stinks."
Another told the company: "How about dropping an apology for your sexist tweet offending all female football fans, players and females involved in football???? #hergametoo."
A third put: "Horrible working conditions, contributor to fast fashion, sexist tweets about football. Boohoo just desperate to be a bad brand huh."
The stinging criticism didn't stop there.
A female tweeter said: "This may shock you but women like football, they don't watch it to perv."
Another unhappy user put: "Boohoo have now deleted this tweet. It's completely unacceptable to tweet something like this. I've seen quite a few sexist tweets recently about women liking football and it's not okay. There are so many amazing women who work in football and football is for everyone."
The Mirror has contacted Boohoo for comment.
It is not the first time the clothing retailer has attracted controversy.
Since their conception in Manchester in 2006, they have become one of the UK's biggest names in fast fashion, but were rated by goodonyou.eco as 'not good enough' on their labour conditions.
According to the site: "Little of Boohoo’s supply chain is certified by labour standards which ensure worker health and safety or other labour rights, and there is no evidence the brand pays a living wage or implements practices to encourage diversity and inclusion."
They go on to say there is little evidence that the brand has "taken meaningful action to reduce or eliminate hazardous chemicals", or use fewer low-impact materials.
