A junior coach in Romania was filmed attacking one of his players on the sidelines.
The shocking footage emerged on the Facebook page of sports newspaper Gazeta Sporturilor, which highlighted the fact that the incident took place in a U17 league match.
Liviu Petrache, the coach at the centre of the attack, has since been relieved of his duties with CSMS Iasi, although the damage to 16-year-old Codrin Tirisca won't be so easily forgotten.
You can only presume the Romanian authorities will be taking the matter further after seeing several kicks to the head and body of a teenager.
Update: Tuesday, 3 November
The story took another twist on Tuesday, with Gazeta Sporturilor reporting that Tirisca was being punished for going on a McDonalds run with team-mates the previous evening.
He said, per Metro:
The night before we were due to play, we were put up in a bed and breakfast.
None of us had anything to eat because the food there was so awful, and in the night we were hungry so we sneaked out on foot to the [McDonald’s] restaurant and bought something.
The youngster's father is still considering his options with regards to legal action against Petrache, the coach at the centre of the controversy.