Fans of the new documentary Am I Racist? brought some unexpected attention to ESPN’s College GameDay on Saturday by displaying cutouts of Matt Walsh’s face, dressed as a Diversity, Equity, and Inclusion (DEI) expert, in the background of the broadcast.

In Am I Racist?, Walsh delves into what he calls the “monumental grift” of DEI initiatives by attending their events and engaging with their advocates, all while posing as a DEI expert. His disguise is humorously simple, consisting of skinny jeans and a man-bun.

“First I made a cameo on CNN and now ESPN,” Walsh remarked, sharing a photo of the cutouts. “I really appreciate the support and exposure from these mainstream outlets.”

This isn’t the first time Walsh’s DEI persona has made waves. Back in August, he similarly appeared in the background of CNN programming during the Democratic National Convention (DNC).

“First I made a cameo on CNN and now ESPN. I really appreciate the support and exposure from these mainstream outlets,” Walsh tweeted along with a picture of his College GameDay photobomb.

Fans were quick to share photos of the numerous signs featuring Walsh’s face on ESPN. One post enthusiastically noted, “@MattWalshBlog cutouts on #collegegameday is amazing.”

Walsh, continuing the fun, tweeted, “Excuse me sir, do you have a minute to discuss your white privilege?” — a playful nod to his character in the documentary.

While most reactions to the cutouts were lighthearted, one extreme comment gained attention. A social media user posted, “Some student at College GameDay is holding up a cutout of Matt Walsh’s face from the Am I Racist? movie poster. And I personally believe they don’t deserve football and should also be shot.”

Walsh responded, “The reaction to some kids holding Am I Racist? posters on College GameDay is about as reasonable and sane as you would expect.”

Despite the controversy, Am I Racist? has been a surprising box office success, debuting at number four alongside major Hollywood films with much larger production and marketing budgets. The documentary currently boasts a 98% audience rating on Rotten Tomatoes and is Certified Hot on the site’s popcorn meter, with over 500 reviews from verified ticket buyers.

However, mainstream critics have largely ignored the film, refusing to review it.