Rory McIlroy has shown the BBC he has no interest in their Sports Personality of the Year award, having forgotten he was even nominated for the prize.
The Irishman was named on their six-person list along with the likes of Mary Earps, Stuart Broad, Katarina Johnson-Thompson, Alfie Hewett and Frankie Dettori.
In the end, Earps was recognised having flourished for England as they made the final of the Women's World Cup.
McIlroy didn't attend the ceremony, not even via video link.
Rory McIlroy has condemned the BBC after missing out on the Sports Personality of the Year award
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And McIlroy, per the Daily Mail, has now destroyed the BBC by admitting he doesn't care a jot about the award.
"I forgot I was nominated, so that's how much I think about it," he said.
"It’s a popularity contest and I think it’s just not really what it once was."
No golfer has won the BBC SPOTY prize since Sir Nick Faldo, who scooped the gong in 1989.
McIlroy, according to the publication, did not even send in a video tape in the event that he won.
It's claimed he felt that, even if he'd won the Masters last April, that achievement still wouldn't have been enough.
McIlroy previously finished second in 2014.
He was beaten to Lewis Hamilton that year, though the 38-year-old wasn't nominated in 2023 having struggled to keep pace with Max Verstappen.
After McIlroy snubbed the December ceremony, the Telegraph said he was busy due to a family event arranged in Florida.
Meanwhile, the 34-year-old recently shed light on an awkward chat with Roy Keane when he was younger.
McIlroy is a huge fan of Manchester United, with Keane winning seven Premier League titles during his time at Old Trafford.
And the golf star revealed that Keane once refused to sign an autograph for him.
“I was down at the Parmer Links hotel and the Republic of Ireland team were staying there too," he said.
"I saw one of my Manchester United heroes, Roy Keane, in the lobby, and I must’ve been around 12 years old, so I went over to him asking for an autograph.
"He looked up at me and said, 'not today kid' but it was okay as it didn’t make an impression on me.”
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Mary Earps beat Rory McIlroy to the BBC Sports Personality of the Year award
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He then added: “I have said no to fans before who have asked for autographs.
"I think we’ve all been in positions where we’ve been busy or we’ve had to take a phone call, when you’ve had to say no to someone.
"It’s hard to say no, and you try your best to give everyone time, especially younger people and kids.”
Keane then explained himself, admitted he was probably preoccupied with trying to win a match.
"I was probably in the zone. Probably going to training.
Rory McIlroy finished second to Lewis Hamilton at the 2014 BBC Sports Personality of the Year ceremony
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"I always remember in that hotel tell there were kids around annoying the players. Here's another one!
"I feel bad if that is 100 per cent true. I wouldn't just snub a little kid. F***ing hell, give me a break!"