2017 - a fresh, new season and the AFL have introduced some new advertising.
Unsurprisingly, the general public have responded with a massive whinge.
Before, during and after the season opener between Richmond and Carlton last night, social media lit up with HUNDREDS of complaints.
The ads in question are a Toyota logo smack-bang in the middle of the two goal squares, and a Telstra banner on both 50m arcs.
Here's just a sample of some of the outrage:
The Richmond Twitter account also took a sponsor-friendly dig at the advertising during one of their game updates: