Sports network ESPN have been forced to apologise over the actions of commentator Brent Musberger for fawning over the girlfriend of star quarterback AJ McCarron on live television.
On the biggest day in US college football, the BCS Championship, ESPN's broadcast showed several shots of McCarron's partner, Katherine Webb. Musberger could hardly contain his excitement.
"You see that lovely lady there," Musberger started.
"Wow, I'm telling you, you quarterbacks, you get all the good-looking women. What a beautiful woman. Wow! Whoa!
"If you're a youngster at Alabama, start getting the football out and throw it around the backyard with pops."
Webb, an Auburn University graduate and winner of Miss Alabama 2012, became an overnight sensation after the broadcast.
She gained over 100,000 Twitter followers within a few hours, eclipsing her boyfriend. McCarron even had to fend off other players on Twitter who were openly making a move on her.
There were mixed reactions to the commentary. ESPN released an apology saying Musberger, 73, "went too far" in referring to Webb, 23.
"We always try to capture interesting storylines and the relationship between an Auburn grad who is Miss Alabama and the current Alabama quarterback certainly met that test," ESPN spokesperson Mike Soltys said.
"However, we apologize that the commentary in this instance went too far and Brent understands that."