Joe Cole's arrival at Liverpool has spelled bad news for fellow newcomer Milan Jovanovic.
On July 12 the Serbian, a free transfer from Standard Liege, was handed the prestigious number 10 shirt previously worn by Anfield legends such as John Barnes and Terry McDermott.
The announcement on Liverpool's website even offered fans the chance to buy a replica shirt with 'Jovanovic 10' on the back (see below).
But just nine days later, the number 10 has been transferred to Cole after the England midfielder completed his move from Chelsea.
Cole wore 10 at Stamford Bridge, but had been expected to shift to 7. However, he has been allocated his preferred number and Jovanovic now appears on the Liverpool squad list without a number.
The snub brings into question the 29-year-old's role at the club before he has even played a game.
He was signed by previous manager Rafa Benitez, who reportedly tried to get the forward to cancel a pre-contract arrangement and join him at his new club Inter Milan.
Cole has signed a four-year contract to complete his move to Liverpool after passing a medical.
- Joe Cole
- Milan Jovanovic
- Standard Liege