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Sky Sports commentator Gary Neville speculated that the phone belonged to a supporter, painting a heartwarming narrative.

However, it wasn't long before this charming notion was debunked by more sceptical onlookers.

They highlighted that Salah had received the phone from a Liverpool staff member.



More importantly, they noted that the device was a Google Pixel – a Liverpool sponsor.

This didn't prevent the image from spreading like wildfire.

Salah and Liverpool shared it on Instagram, where it has garnered 1.7m likes.

Now, Mirror Football has discovered that Salah didn't plan the now-famous celebration in advance; it wasn't an attempt at advertising but rather the result of quick-witted work from a club photographer.

BBC Sport points out that Salah seemingly didn't contravene any FA rules with his celebration, taking note he wasn't cautioned for holding up the game

Despite Liverpool reporting an annual pre-tax loss of $76 million up to May 31 2024, its commercial income actually rose by $48 million to hit a record high of $412 million, largely due to growth in partnerships and retail.

Discussing partnerships with UPS, Peloton, Google and Orion, Liverpool's chief commercial officer, Ben Latty, told the Liverpool Echo earlier this month: "They put their trust and faith in us, they have marketing budgets, that they can also quite easily go and spend elsewhere, so it is up to us to make sure that we are giving them a return on investment in terms of their investment into the club and delivering on what they set us out to deliver