Pat McAfee mercilessly shaved an Ohio State fan's head after he missed a field goal during the $50,000 kicking contest on ESPN's College GameDay show.
In the weekly spot, McAfee challenges fans at the stadium they are broadcasting from to try and score a field goal in exchange for a cash prize.
But, before the colossal game between Michigan and Ohio State on Saturday, one fan promised to complete a humiliating forfeit if he missed his kick.
McAfee, a former NFL punter and kickoff specialist with the Indianapolis Colts, brought the Ohio State fan out of the crowd after he said he could shave his head if he missed.
When he announced he was from Ohio, he was instantly booed by the Michigan locals.
An Ohio State fan said Pat McAfee could shave his head if he missed in ESPN's kicking contest
The fan's attempt was impressive but it narrowly missed the posts outside Michigan's stadium
McAfee wasted no time in immediately grabbing a razor and shaving through the fan's hair
Asked how long he'd been growing his hair, he replied 'eight months' before agreeing McAfee could shave right down the center of his head.
The excitable fan asked the crowd: 'What do we think? Am I going to make this?'
To which they all booed him and somebody could be heard replying: 'No shot'.
He then screamed: 'It doesn't matter what you think!'.
The fan then stepped up and came within inches of making the kick with a brilliant attempt but ultimately missed.
But McAfee showed no mercy and instantly started shaving the guy's head to create a stripe through the center of the guy's head.
'No money and a terrible haircut', McAfee said as the segment concluded.
Michigan quarterback J.J. McCarthy arrives at Michigan Stadium before the Ohio State game
A spot to the Big Ten championship game and a path to the College Football Playoff will be at stake when the second-ranked Buckeyes play the third-ranked Wolverines on Saturday at the Big House.
It will also mark the end of an era for one of the greatest rivalries in sports.
With the Big Ten expanding to 18 schools and eliminating divisions next season, there's a chance the Wolverines and Buckeyes will play two times in future years because it will be possible for them to match up in the conference title game after facing off in the regular season.
Jim Harbaugh will not be on the sideline with his team for the third straight Saturday, serving the final game of a Big Ten suspension for being in charge of a program that the conference says broke its sportsmanship policy with a sign-stealing scheme.
Offensive coordinator Sherrone Moore will fill in for Harbaugh, who also missed the first three games because of a school suspension for breaking NCAA rules, to match wits against Ohio State coach Ryan Day.