HE'S the fans' Mr Popular when he's behind a broadcast microphone.
But shocked viewers were worried Ally McCoist might have broken the golden rule of commentary on Wednesday night.
The ex-Rangers and Scotland striker was on the gantry with Sam Matterface for Wrexham's trip to Sheffield United in the FA Cup.
And in his typical enthusiastic style McCoist revelled in the opening exchanges at Bramall Lane.
But those tuning in thought he dropped a clanger shortly after kick-off.
The busy broadcaster appears across SIX different networks but last night's shift with ITV had viewers stretching for the remote and rewind button after mishearing the popular pundit.
Some were sure McCoist SWORE just 90 seconds into the match as the FA Cup fourth round replay kicked off at a frantic pace.
One shared a clip of the opening exchanges and asked: "Does McCoist say f****** on live TV?"
Another added: "Pretty sure McCoist just dropped the F-bomb on the Sheff Utd Wrexham game."
What McCoist did infact say was in response to Matterface saying: "It is a fast start to the game as maybe we anticipated."
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McCoist laughed: "Aye, you're kidding me on, that's as quick an opening minute and a half as I've ever seen! A remarkable start."
It would be very unusual for consummate professional McCoist to turn the air blue having become something of a media veteran since his days in the dugout ended.
He was a popular pundit in Russia for the World Cup in 2018 and part of ITV's tournament coverage in Qatar late last year.
He is also a regular on the talkSport breakfast show with Laura Woods and appears opposite Chris Sutton on BT Sport's Scottish Football Extra.
However he did lapse into hysterics after tripping over his words describing Burns night on radio last month.
And regardless of last night's mix-up viewers were enjoying the co-commentary from the Ibrox legend.
One wrote: "The Sheff United vs Wrexham game is a proper end-to-end cup tie – that and Ally McCoist being on commentary duties have made it an entertaining evening’s viewing."
Another wanted to add to his workload: "Welcome to Wrexham series needs Ally McCoist. What an effort and what a man."
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