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Initially observers thought Salah had taken the phone off a fan in the crowd, but it was a Liverpool staff member located behind the advertising hoardings in front of the Kop.

Estimates suggest 2-5% of the UK population may have hoarding disorder, which the World Health Organisation classified as a mental health condition in 2018.

And even with the front-of-shirt ban looming, some believe they will move their advertising into other areas like pitchside hoardings and maybe even shirt sleeves.

The first stage of the project will cover the perimeter of George Square with hoardings to allow work to start inside.

The hoarding tendencies of the self-proclaimed nerd have resulted in 165 visual and audio art exhibitions, including his traveling retrospective, “Myopia.”