The Champions League final was brought to a halt last evening when a streaker invaded the pitch - nice to see the game's oldest traditions being kept alive, eh?
Kinsey Wolanski somehow made it past security and broke onto the pitch at Wanda Metropolitano stadium in Madrid in the first half of the game, wearing not much aside from a thong swimsuit that read 'Vitaly Uncensored'.
Turns out there's a good reason for this, as the Instagram model's swimsuit was actually an advertisement for an X-rated website of the same name, run by her YouTuber boyfriend Vitaly Zdorovetskiy, who invaded the 2014 World Cup final.
Champions League Final Streaker Speaks Out After She Is Released
In other words, this was no regular streaking for streaking's sake. Aside from Wolanski's brief stint in jail (she's out now), all of those involved in the stunt paid out absolutely nothing for essentially placing an ad in a primetime slot.
But just how much was the coverage worth? Well, it's a lot - according to sports betting and business expert Darren Rovell, it would've cost them $3.97 million (£3.14m) if they'd paid for advertising through official channels.
This figure is the value in equivalent advertising time as of 5.30pm garnered by Vitaly Uncensored, as calculated by Apex Analytics.
It's understandable, then, that Zdoroverskiy is overjoyed at his girlfriend's antics - so much so that he's even vowed to marry her in the hours following the game, which saw Liverpool take victory over Tottenham.
Taking to Twitter, the YouTube prankster posted an image of the streak with the caption, "I can't wait to marry you."
Credit: Vitaly Zdorovetskiy/Twitter
Another video has also emerged of Zdoroverskiy slapping Wolanski's backside while proclaiming 'that ass is famous' as she's released by cops.
Let it be known that his 2014 World Cup pitch invasion meant that he's been banned from major sports events, so there's no way he would've made it onto the pitch himself last night.
Hopefully he'll be getting a decent ring for his significant other - she did save him well over three million quid, after all.
Credit: Vitaly Zdorovetskiy/Instagram
And it looks like her bank account could benefit from the streak too, as the model earned more than 1.9 million followers on social media in the aftermath of the streak, jumping from 316,500 on Friday to 2.2 million at the time of writing. And we all know that the higher the profile, the more chance of ad deals.
So yes, the prank may have led to Wolanski's ban from sporting events, much like her boyfriend, but with millions of pounds' worth of free advertising, a significant boost in social media followers and a potential engagement... if you were to ask these two if it was all worth it, they'd probably say yes.
Featured Image Credit: PA