A PERFECTLY placed Sky Sports advert shows West Ham star Declan Rice celebrating – at a Millwall tube station.
The massive banner is sure to wind up die hard Lions fans – the hated rivals of the East End club.
But Irons supporters were absolutely loving it after it was spotted at Bermondsey underground stop, the nearest to the Den.
One wrote alongside a photo of the poster: “Only gone and done this at Bermondsey tube station, f***ing brilliant.”
Another said: “Yes @SkySports quality advertising!”
A fellow user posted: “Imagine them standing on the platform having to stare at Dec.”
Another tweet: “Haha I bet the locals are loving that.”
The rivalry between Championship club Millwall and West Ham dates back to 1899 and is one of the most long-standing and bitter in English football.
The sides were originally just three miles apart and the clash was known as the Dockers derby because most fans worked in the shipyards on either side of the Thames.
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Rice’s huge billboard is similar to the one Man City unveiled when Carlos Tevez signed for them from United in 2009.
Etihad chiefs rubbed salt into the wounds of those bitter about Tevez’s defection by commissioning a huge poster which read: “Welcome to Manchester.”
It was unveiled in the city centre after the Argentina star had agreed terms on a five-year deal worth £150,000-a-week.