I so want this to be true but I know it's probably not:
"According to reports, owner Mike Ashley, who shuns corporate hospitality when attending away matches, joined the rest of the travelling support in singing 'we're shit and we're sick of it'." [From here.]
It could start a trend amongst Premiership Chairmans'. Man City's, Thaksin Shinawatra, singing to opposition fans: "You're going home in a fucking ambulance." Oh wait up, bad example.