Dr Tony Xia, the Chinese businessman who has recently taken over at Championship club Aston Villa, has only recently joined Twitter but has already been the victim of a cruel prank.
The new Villa owner is clearly new to British culture, and it was no surprise to see a Twitter user take advantage of his good nature for some likes and retweets.
And it's a formula that always seems to work, like when professional wrestler Hulk Hogan was tricked into retweeting an image during the midst of his racism scandal..
@HulkHogan this is me and my mate, we know you're not racist! Ignore the press and haters we love you brother!! pic.twitter.com/Lvk0Gqi3Cb
And whilst trying to make new friends on Twitter, Xia only succeeded in retweeting a picture of disgraced former BBC presenter Jimmy Saville, who had been described by Twitter user 'thisispreece' as 'Uncle Jimmy'.
After he realised his mistake, Xia quickly rectified it with another online post.
Really did not know that man, I thought he was a comedy actor. It was not joke and I don't think it's funny to make this.
Thankfully, fans on Twitter have seen the ordeal for what it was, a mistake, and Xia was defended by many who instead directed blame at the prankster for the misunderstanding.
Xia will be hoping his new club don't endure such rotten luck as Villa aim to return to the Premier League at the first attempt.