The Flames posted this photo with a ketchup ad in a suggestive place.

There have been plenty of sports social media controversies and missteps over the years, but the apparent latest one just seems funny, involving an NHL team’s Instagram account and a rink board ad that just happened to be in the wrong place. As per @PumperNicholl (a writer who covers the Los Angeles Kings for the team’s websites; the name’s a reference to Bernie Nicholls’ goal celebration), the Calgary Flames posted a photo on Instagram that featured an, uh, awkward board ad placement in relation to where forward Matthew Tkachuk was skating:

That screenshot includes the Flames saying “C you soon, C of Red” and the Kings’ account commenting “He looks, um, *very* excited.” And it does appear this is a real photo; Imagn (the USA Today Sports Images archive) has photos with that ketchup ad in the Flames’ arena from last season’s playoffs, although not that specific photo, and a Reddit thread on this includes a poster referencing that they posted the same image back in April (that’s a wider crop that includes Colorado Avalanche players; the newer one is a tighter crop that only shows Tkachuk). And the Flames did post this photo on Twitter Saturday morning, but with a higher crop that doesn’t include the ketchup ad:

So yeah, if that photo keeps popping up, there are going to be some further laughs about what’s just out of the frame.

[Pumper Nicholl on Twitter]

About Andrew Bucholtz

Andrew Bucholtz has been covering sports media for Awful Announcing since 2012. He is also a staff writer for The Comeback. His previous work includes time at Yahoo! Sports Canada and Black Press.