Betting firm Paddy Power has fallen foul of Cardiff Council after the county court forced the firm to tear down a Hollywood hills-alike signboard which had been erected without planning permission.
The 270ft white sign had been erected opposite Celtic Manor to promote a free £100 bet offer to anyone who signed up today.
On the eve of the Ryder Cup this is a bitter blow for the Irish firm, which said: "We’re very disappointed. The fun police have won – the big bully boys have come along.
"They completely over-reacted and threatened to bulldoze the sign down, which they had no legal right to do."
It is not the first time Paddy Power has taken its giant sign to a sports event. The bookmaker controversially installed the billboard at the Cheltenham Festival earlier this year.
And Paddy Power is not the only betting firm looking to cash in on the Ryder Cup. Rival Betfair has employed five birds of prey to spread messages of support to team Europe in a separate stunt.