Pete Price is a what?

Of all the spectacular and amusing banners that have been displayed by Liverpool and AC Milan fans, one has provoked a sharp intake of breath wherever in the world it has been seen.

Everywhere except, that is, in Liverpool.

The subject of the banner is a radio personality whose existence few outside the city will be aware of.

And the word used to describe him is that four-letter one generally regarded as the most reprehensible of all.

For those of a sensitive disposition, we are not going to wave it under your nose. But if you want to see what we're going on about - and in all its offending word - click the image to reveal.

“What kind of monster must this man, this Pete Price, be?” the innocent people of Istanbul might have thought when the flag, lovingly made in Netherley and transported to Turkey, was first unfurled back in May 2005.

Some might think that the king of the airwaves would be deeply hurt by this most very public of insults. But they could not be more wrong. Indeed, Pricey took the assertion as such a compliment that he went out of his way to autograph the banner and, after his initial astonishment, when he and viewers around the world simultaneously spotted it on the BBC news, even tried to buy it.

But it is not for sale. Indeed it is only brought out on very special occasions and has spent this week basking in the Greek sunshine.

“You've got to see the funny side,” bravely remarked the taxi drivers' favourite who works at Radio City. The message is apparently the screensaver on computers in the newsroom there, Pricey told Liverpool Confidential, but he could not say if there were plans to emblazon it on the windows of the Radio City Tower.

However the banner's creators couldn't let it lie. They have added one little word and all-new, for 2007, the legendary legend now reads: Pete Price is is still a c*** .

Consider yourself told.