A Newcastle United season ticket holder has to face up to life that he looks like the most hated man on Tyneside ... and the man he looks like happens to be a Cockney!
The unfortunate lookalike is Alan McKenna, a restaurateur and married father-of-two, from Low Fell.
Alan McKenna: 'As soon as I walked through the door of Chicago Rock Cafe in Chester-le-Street, I was approached by two guys.
'One of them said: "Are you the owner of Newcastle United? ". I knew there was going to be trouble because they seemed drunk and aggressive. They weren't joking about it.'I just laughed, trying to make light of the situation, and said: "No."
'But one of them said: "You f***ing liar," and went to throw a punch at me. He didn't manage to hit me because a couple of the lads I was with wrestled him away.
'I was shocked, I couldn't believe that someone would do that. But now it keeps happening.'
Just a week later, at last Saturday's home game against Hull, Alan was accosted in the toilets at St James' Park by another unhappy fan.
'I went to the toilets and while I was in there a guy came up to me and said: "How did you get in here you sneaky fat b*****d?" I can't believe he called me that, I'm not even that fat!
'I met Mike Ashley in a lift at St James' Park last season. I said to him: "I know what you are thinking Mike, I think you are handsome as well."
'We had a bit of a laugh and I met him again a couple of weeks later at the Fulham game. He was in a box and recognised the lad I was with in the lift. He went over and asked: "Where is your cheeky friend?"
'I was downstairs in the Bamburgh Suite. My restaurant, McKenna's at the Northern Stage in Newcastle, had sponsored that game and Mike came down to chat to us.
'He stayed for about an hour-and-a-half, talking and having pictures taken. Mike was winding some girls up, saying that I was his brother. We had a laugh - he is a nice bloke and he has got a good sense of humour.
'Even his PR team had their pictures taken with me because they couldn't believe how much I looked like him.
'I have been mistaken for Mike Ashley quite a lot even though I don't think we are that similar.
'When he was popular, people would often come and pat me on the back if I was walking through Newcastle, telling me what a great job I was doing. But now the abuse has really started.
'Just the other day, I was having my photograph taken outside my restaurant when some builders across the street shouted: "Ashley, you are a f***ing c***."
'I think I'm going to have to get a Newcastle shirt with "I'm not Mike" on the back. I never used to mind looking like Mike Ashley - but after all this abuse, I've changed my mind!'