Unless you have a heart colder than ice, then you will have been saddened by watching Atletico Madrid defender Juanfran literally begging for forgiveness after missing the penalty that saw his team lose out to bitter rivals Real Madrid in the Champions League final.
And if you didn't catch that, then here it is:
A standing ovation is not something a player who misses such a costly penalty would receive, but they absolutely love Juanfran and the Atletico fans were very keen to reassure him that they felt no ill will towards him.
Juanfran then expressed his gratitude in an emotional open letter to the fans, something they appreciated greatly.
I've asked the club to address you in this letter to say everything i feel.
I'll never forget your affection when i reached you to ask for pardon. Seeing my tears reflecting in thousand of rojiblancos' faces who filled that stand served me to overcome the huge sadness that i had in those hard moments. Also the support of my teammates, coaching staff and all the people who belongs to this amazing family.
I also want to thank you for always believing in us, and, above all, for demonstrating that being an Atleti supporter is something different, special, and our heart beats stronger than any other.
Two years ago i said that we'll be back to the UCL final, now i tell you that Gabi, our captain, will lift the Champions sooner or later, and we'll celebrate all together in Neptuno.
I love you very much and AUPA ATLETI.
In fact, they appreciated it so much that Juanfran's popularity has soared in the week that has followed the Champions League final, and the club has profited from this as the defender's jerseys have flown off the shelves at the Atletico Madrid store, according to Marca.
That show of affection has expanded into other areas as the popularity of his number 20 has skyrocketed in the days following the Milan final.
Since Monday, sales of Juanfran shirts at the club's official shop have multiplied eight-fold, which has elevated him to a similar level of demand enjoyed by best-sellers Fernando Torres, Antoine Griezmann and Koke. Rarely has a shirt worn by losing finalists and bearing the name of the player responsible for the loss been so popular.
An x8 surge in sales of Juanfran's jersey, despite missing the penalty that ended up costing his club in a Champions League final. It shows what really matters to the Atleti fans, as by opening his heart to them, Juanfran has become even more of a hero at the club.
It's great to see, and needless to say, you simply wouldn't see that across the city at Real Madrid.