Jelena Ostapenko gave tennis fans plenty to talk about on day one at Wimbledon, and it wasn't just her powerful groundstrokes making headlines.
The Latvian battled past British wildcard Harriet Dart 6-3, 3-6, 6-4 on Court 1 this afternoon, but it was her outfit that really got people chatting online.
The former French Open champion took to the grass sporting Tesco branding on her kit, which absolutely delighted social media users.
Meanwhile, the atmosphere inside the arena proved rather frosty for Ostapenko, with the 12,000-strong crowd firmly backing their home favourite throughout the tense three-setter.
Jelena Ostapenko hit out at the frosty crowd at Wimbledon with her outfit sponsored by Tesco
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Fans couldn't resist having a bit of fun with the unexpected sponsorship deal.
One user wrote: "Ostapenko is sponsored by Tesco?!? Ahahaha, thats the best sponsorship deal I've ever seen. Just the concept of Penko picking out a meal deal for lunch every day."
Another quipped: "Ostapenko and her Tesco live to fight another day."
A third fan praised the marketing move, posting: "Some great event-specific advertising at this years Wimbledon."
The posts quickly gained traction, with many finding the combination of an aggressive tennis star and a beloved British supermarket chain brilliantly amusing.
Jelena Ostapenko's Tesco outfit sparked plenty of social media reaction
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Ostapenko didn't hold back when discussing the crowd's behaviour afterwards.
She said: "There were some points where they were clapping for double faults. I was obviously not happy with that."
The 29-year-old admitted she channelled that frustration into her performance, explaining: "I feel like I use it in a good way. I said 'angry,' but in a good way. I try to... transform it into the game."
BBC commentator Martina Navratilova offered a different perspective during the broadcast, suggesting spectators were simply celebrating Dart breaking serve rather than specifically applauding Ostapenko's errors.
Fellow broadcaster Chris Bradnam reckoned the Latvian was picking a fight with 12,000 people, calling it "not a good idea."
Ostapenko's aggressive style proved the difference, with the world number 31 smashing 46 winners compared to just 13 from Dart.
Harriet Dart is the latest British star to crash out of Wimbledon after Cameron Norrie
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The former world number five broke her opponent's serve multiple times to secure passage to round two.
Despite the partisan reception, Ostapenko saw the funny side afterwards, joking that fans should get behind her next time.
"I kind of proved them they are wrong and they should support another, like me," she said with a laugh. "You guys are around next match, you should support me."
The Latvian also confirmed the Tesco partnership was a one-match arrangement for this fixture only.