Newcastle United season-ticket holder Alan McKenna was attacked by thugs - for being the spitting image of underfire club owner Mike Ashley.
The Shields Gazette says Mr McKenna was enjoying a quiet drink with his cousins when another reveller swung at him - believing he was Ashley.
And more trouble followed during Saturday's home match against Hull, which saw thousands of fans vent their anger.
Ashley famously stayed away from the game, but Mr McKenna was mistaken for him in the toilets at St James's Park.
The married father-of-two, from Low Fell, Gateshead, said: "I have been mistaken for Mike Ashley quite a lot, even though I don't think we are that similar.
"When he was popular, people would often come and pat me on the back if I was walking through Newcastle, telling me what a great job I was doing. But now the abuse has really started."
Mr McKenna met Ashley last season, and had his picture taken with him, and initially revelled in the attention.
And although Ashley has since promised to sell up and get out of Toon, Mr McKenna said he might have to take drastic action to stop further attacks.
The 37-year-old said: "I think I'm going to have to get a Newcastle shirt with 'I'm not Mike' on the back.
"I never used to mind looking like Mike Ashley - but after all this abuse, I've changed my mind!"