Jack Kay has landed a slew of huge deals with brands and TV shows since he shot to fame, but some football fans are not happy after an appearance on Sky Sports left many fuming
22:44, 25 Aug 2025
Jack Kay
Jack Kay was spotted on TV(Image: jack.kayy1/Instagram)
The Ibiza Final Boss has been shunned by some football fans after appearing on Sky Sports. They branded the move "embarrassing" and hit out at the new star during the brief TV stint.
The Ibiza Final Boss – known in real life as Jack Kay – had joined the panel on Sky Sports on Monday (August 25) in the latest in his various brand deals. From TV shows to product ambassador roles, Jack has been swimming in offers since he shot to fame earlier this summer.
Football fans were tuning in to watch Newcastle take on Liverpool in the Premier League at St James' Park. The score at full time eventually finished 3-2 to Liverpool as the home team suffered a sorry defeat on home soil.
However, to make matters worse, some fans were less than impressed when Jack appeared during the course of the game as he was spotted taking pictures with fans. Some viewers were less than impressed with his appearance and immediately took to social media to vent.
Newcastle v Liverpool
Newcastle fans were not happy to see the internet star(Image: AFP via Getty Images)
One unhappy viewer fumed: "People taking pics at Newcastle vs Liverpool with Ibiza Final Boss is f****** sad – he looks like a chavvy Friar Tuck." A second user also chimed in: "Sky Sports showing the Ibiza Final Boss at the Newcastle v Liverpool match, what has our club become."
Another angry fan typed: "Watching the Newcastle vs Liverpool game and they’ve just shown a full grown adult getting a picture with "Ibiza final boss". F****** embarrassing."
Jack's surprise appearance on Sky Sports was the latest in a series of deals for the star, as well as appearances at star studded events. In recent days, Jack was seen living it up together with huge record label owners at the Creamfields music festival over the weekend.
The internet star was spotted by the decks of huge DJ Patrick Topping at the Halo Stage on Saturday (August 23). It later emerged that Jack had been personally invited to join Topping on the stage, as his rise to fame only continues further.
Geordie lad Jack has also continued to make a series of other appearances, including in an advertisement for fashion brand boohooMAN. However, the campaign was not received well from customers, who slammed the decision to include him as a means to stay trendy.
Jack Kay
The internet star's new career prospects have not gone down well with some users(Image: boohooman/TikTok)
Meanwhile, Jack is continuing to live it up – including reports that he is being headhunted by ITV producers to land him a stint on Big Brother. Sources close to the show explained that the personality's charm would be an instant draw for viewers as the series gears up for a new edition later next month.
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For those who were unaware, Jack first shot to fame earlier this year after he was caught throwing shapes at a poolside bar in Ibiza, sporting his iconic bowl cut hairstyle, raver glasses and a gold chain. Since then, he has been dubbed the Ibiza "final boss" - a term borrowed from gaming culture.
Typically, the term refers to the ultimate adversary that players must face at the end of a level or game. Jack soon earned the nickname as social media users branded him the "epitome" of being an Ibiza party lad.
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