For 38-year-old Manchester City fan Mark Pinder, the sight of the Manchester United crest would be one of disgust.
But now that he's got it branded on his leg in ink form, it's a source of happiness to an extent.
Pinder's 12-year-old son Kirk has muscular dystrophy, which causes one's muscles to slowly deteriorate. It's incurable.
"All you can do is watch your child deteriorate in front of you," he told the Manchester Evening News (h/t the Independent).
After spending years with his head buried in the sand, as he puts it, he decided to make good of the awful situation.