Romelu Lukaku angered some fans after pointing to the Manchester United badge having scored in victory over West Ham on Sunday.
The striker was keen to show how delighted he was to be at United with his celebration.
Scoring the first of his brace, he quickly darted off and grabbed hold of his shirt, pulling it out and pointing to the club’s badge.
But as Reds supporters revelled at their new hitman, many took to social media to question Lukaku's loyalty after he left Everton and rejected Chelsea in order to join United.
Any need for Romelu Lukaku to do the badge thing after scoring, really? Fake loyalty at its best, pandering to the fans #MUNWHUpic.twitter.com/MJ6VChS9fG — Simon Bell (@sb007ck) August 13, 2017
The pick of the critical tweets was from Joanna Jones, who pointed out:
Remember he kissed the Chelsea badge saying he'd realised a boyhood dream signing for them? Then he went to WBA and came to us #lukakupic.twitter.com/B0OgM6JMGI — Joanna Jones (@JoannaAicher) August 13, 2017