In the space of just 48 hours, the JP Morgan-backed European Super League went from being primed to end football as we know it to meeting its own end in a flurry of big-name clubs pulling out.
'Betrayals', 'snakes', 'liars' - this saga has torn the sport apart, killed relationships between executives who were close friends and will end up costing the teams involved millions in lost revenue as well as the trust of the public and their fans.
The Super League was a multi-billion dollar idea, years in the making before a row that escalated this week involving football's most powerful men, the Government, the royal family and the fans who helped bring it down.