Dunkin' Donuts angered supporters of Liverpool Football Club by changing the flames on the LFC crest to Dunkin's coffee cups.
The flames are meant to honor the 96 Liverpool fans who lost their lives in the Hillsborough tragedy of 1989.
The LFC supporters were crushed to death when authorities negligently allowed thousands too many fans into pens behind the goal at the Hillsborough Stadium in Sheffield, England.
The tweet read: "Love the LFC crest? Tweet us what you'd want on your personal crest and we might surprise you with your own!"
In addition to changing the flames, Dunkin' altered the famous "You'll Never Walk Alone" script to read "America runs on Dunkin'."
Dunkin, an official sponsor of the club since last year, quickly apologized in statement published by the Liverpool Echo, "We apologize for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC Crest."
"As a proud partner of LFC, we did not intend any offense, particularly to the Club's supporters. We have removed the tweet and halted the campaign immediately," it added.
At least one group of Liverpool fans are pointing the finger at the club's management. In a tweet directed to the club's Twitter account, The Anfield Wrap wrote, "Love to know who @LFC approved @DunkinDonuts replacing the eternal flames with clear plastic coffee cups."
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