After suffering relegation from the top tier last season, West Brom kicked off their Championship campaign with a defeat against Bolton on Saturday.
Just to really cap it off, the Baggies introduced their new club mascot to the Hawthorns faithful before the match -- the result of their two-year sponsorship deal with a British boiler company.
"Boiler Man" -- yes, that really is his name -- paraded around the pitch ahead of kick-off and received exactly the kind of reception you might expect from both home and away fans alike.
(WARNING: video contains strong language)
Nothing brings home the stark reality of life in the Football League quite like having a poor chap dressed up in an anthropomorphic combi boiler costume roundly jeered by thousands of people.
It's going to be a long old season for Boiler Man.