David Sullivan and David Gold’s decision to flog Grady Diangana for £18m has been a PR disaster at West Ham.
Captain Mark Noble has led the public outcry after he slammed the decision to send the academy product to West Brom.
The Baggies snapped up the 22-year-old winger in a decent deal for Slaven Bilic, as he poached the rising talent from his old club.
Diangana had a successful season-long loan at The Hawthorns last term, helping them clinch promotion from the Championship.
It was subsequently expected that David Moyes would integrate the skilful star into his team for the new campaign.
And fans became even more excited after he grabbed three assists against Ipswich in a recent pre-season game, which striker Sebastian Haller scored a hat-trick in.
But there will be no link up between the two going forward after West Ham sold Diangana to raise funds for other positions in the team.
The Hammers failed to offload big earners like Felipe Anderson and Manuel Lanzini, however, the move to let Diangana go instead has brought about a hostile reaction.
Supporters are angry as ever with the board, and even Noble has spoken out with a clear message to the owners.
Following the Diangana announcement on Friday night, Noble posted on Twitter: “As captain of this football club I’m gutted, angry and sad that Grady has left, great kid with a great future!!!!!”
Since then, a number of players have followed suit in demonstrating their support for Noble’s comments and their dismay at Diangana’s departure.
Arthur Masuaku posted a sad face on Twitter, wishing Diangana “all the best”, and also replied to Noble’s with two upset emojis and a broken heart with the word “Grady”.
Declan Rice, meanwhile, liked Noble’s tweet while away on international duty with England.
The Chelsea target came up through the ranks at West Ham with Diangana and was equally gutted to see his friend go.
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Fellow first-team stars Haller, Robert Snodgrass and Issa Diop also liked Noble’s tweet.
Jack Wilshere was also particularly vocal in his assessment of the sale, telling Diangana on Instagram: “Go and do your thing in a club that respects you big player with a big future.”
West Ham are in action on Saturday afternoon in their final friendly before the Premier League season gets underway.
Moyes’ men play Bournemouth at the London Stadium today (3pm) before hosting Newcastle next Saturday (3pm) in their opener.