Robbie Fowler's Line-Sniffing — 1999

Robbie Fowler's celebration after scoring for Liverpool against Everton in the 1999 Merseyside derby — in which he appeared to sniff the white touchline paint — was his mocking response to press speculation about drug use. The FA charged him for the gesture. The satirical intelligence of the celebration, and the fact that Fowler was retaliating against a media narrative he found unjust, made it one of the most discussed football moments of the decade. He received a four-match ban. He later said it was "the best £32,000 I ever spent."