Angry viewers have attacked the Seven Network's decision to interrupt their Olympic Games coverage to show the Sunday afternoon AFL match.
Seven's website has been bombarded with complaints on its "Fan's Forum" who are calling on others to boycott the broadcaster's coverage over its decision to show the Adelaide versus Richmond match.
"Football is on and televised every weekend. Olympics comes every 4 years," forum user musicdancerecords posted on the site.
"I was all excited and prepared to sit and watch the Diving today - but guess what - Football is obviously more important to Channel 7."
Users are also encouraging viewers to call Seven to complain about the decision while others suggest contacting advertisers to voice their disgust.
"Australia are likely to win at least one or two medals this afternoon, we will be forced to watch a low-table game of Australian Rules," user mygoodnessyouaredumb wrote.
"Seven are a discgrace (sic) to the country."
Today's Adelaide versus Richmond game was a clash between seventh versus eleventh.
Adelaide had a comfortable 63 point win.
The Seven Network has defended the move, saying SBS continued to show events from Beijing as the complementary broadcaster.
"There is coverage of the Games on SBS while we're at the football," spokesman Simon Francis said in a statement to AAP.
