Sky Sports were forced into a swift apology after somebody carrying a sex toy walked up to the camera while the broadcaster was outside Stamford Bridge.
Kaveh Solhekol was presenting a piece to camera outside the home of Chelsea Football Club when the stunt took place.
A person in the background was seen walking up towards Solhekol with an item in their hand, before holding it up to the camera and revealing the raunchy gadget.
Solhekol quickly moved to his side to block the person from being seen, before what looked like a member of the Sky Sports staff tried to usher him away.
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The broadcaster quickly cut back to their in-studio coverage and were quick to apologise for the incident.
After wrapping up the segment, the show's anchor Mike Wedderburn said: "We are sorry for any offence caused."
It's safe to say it sparked quite a reaction on social media, with deadline-day watchers flocking to X to share their thoughts.
@Carr__x said: "I wasn't expecting to see this on Sky Sports News today."
@fscollector1985 commented: "Did anyone else just see this on Sky Sports News?"
@Sukki1975 replied: "Yep. Why do people do that? Do they really think they are funny?"
@JayGoreLFC added: "Another Deadline day classic on Sky Sports News."
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Remarkably, it wasn't the first time a sex toy had made an appearance in Sky Sports' deadline day coverage.
In 2014, Sky Sports reporter Alan Irwin was accosted by a supporter outside Everton's training ground with what appeared to be a purple sex toy.
Elsewhere on the same night, a blow-up doll was seen among the sea of people eagerly awaiting news about potential transfers.
It changed the way Sky Sports covered the final day of the transfer window, with most pieces to cameras done away from areas accessible by the public.
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That obviously wasn't the case this time around, with Solhekol falling victim to the unfortunate prank.
The experienced journalist had been on hand to report about Chelsea's ongoing pursuit of Victor Osimhen, who the Blues have been courting all season.
It's reported the two-time European champions are pushing to complete a deal late in the window, as Enzo Maresca looks to add a reliable striker to his roster.
Chelsea have until 11pm this evening to complete all transfer deals, with Maresca and co. set to face Crystal Palace at Stamford Bridge on Sunday - hopefully without any sex toys in attendance.
