Fiorentina star Cristiano Biraghi was struck on the head by a cup during his side's UEFA Europa Conference League clash against West Ham United.
The Serie A side were awarded a corner a little after 30 minutes of the first half had been played in Prague. A plastic cup then landed beside Nicolas Gonzalez, who jokingly pretended to sip from it before another cup thrown hit Biraghi on the head.
Blood then began to pour out of the Italian left-back's head, with a number of Hammers players going over to their supporters urging them to stop. The stadium announcer also echoed their concerns, urging fans to stop throwing objects.
"It's moronic behaviour, it really is", former Hammers playmaker Joe Cole said when discussing the incident. "We've been praising the West Ham fans, and rightly so.
"It only takes a handful of idiots to do that. It needs to be sorted out and taken out of the game." On the pitch, it was a relatively quiet half.
West Ham captain Rice went closest for David Moyes' side as his long-range effort was fired marginally wide in the 13th minute. La Viola then thought they had scored on the stroke of half-time when Luka Jovic finished from close range.
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But the linesman flagged for offside and VAR agreed following a lengthy check.
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