The plan united fans, players and politicians in furious opposition.
Now Europe's proposed soccer Super League has collapsed.
That just days after the plan was unveiled.
On Wednesday (April 21) Juventus chairman Andrea Agnelli admitted defeat:
"I remain convinced of the beauty of that project, of the value that it would have developed to the pyramid, of the creation of the best competition in the world, but admittedly no. I mean, I don't think that project is now still up and running."
The project collapsed after all six of the English clubs involved pulled out.
Manchester City and Chelsea went first on Tuesday (April 20), with others soon following.
That left just six participating clubs in Spain and Italy.
Critics had blasted the new contest as a closed shop, open only to a few elite teams.
On Wednesday, Liverpool owner John Henry said sorry to fans for his role:
"I want to apologise to all the fans supporters of Liverpool Football Club to the disruption I caused in past 48 hours. Goes without saying, but it should be said, the project put forward was never going to stand without the support of the fans. "
Other clubs including Arsenal published their own statements, featuring varying degrees of apology.
But the debacle will prompt a lot of soul searching.
Some of the club owners involved are under pressure from fans to quit.
Governments are under pressure to reform how teams can be owned and run.
The events may also leave lingering feelings of betrayal and bitterness on all sides.
Football's future remains very uncertain.
But for now at least, fans can celebrate a rare victory over the sport's billionaire overlords.