West Ham United boss Sam Allardyce made a surprise appearance on ITV show Good Morning Britain to present a birthday cake to presenter Ben Shephard.
Shephard is a Hammers supporter and Allardyce agreed to pop in to the studio to present a cake, two days ahead of the presenter's 40th birthday on December 11.
The appearance has been greeted with a flurry of Twitter responses from the football community.
Oh just Sam Allardyce presenting a birthday cake to a daytime TV presenter live on air. He's gone Big Time Charlie. pic.twitter.com/pvxZIV01OS— Daniel Storey (@danielstorey85) December 9, 2014
Allardyce may be in celebratory mood himself having guided West Ham from relegation woes to European contention over the last 12 months.
It is unlikely that the former Bolton man would have been so willing to make this kind of media appearance when his job was under threat, but he is currently a hero with most of the Upton Park faithful.