Atletico Madrid No.20 shirt sales rocket after Milan heartache

Atletico Madrid's Champions League fall guy has become its unlikely hero.

Juanfran's missed penalty may have cost Diego Simeone's side an historic first European Cup in last Saturday's final against Real Madrid but the right-back's stock at the Vicente Calderon has never been higher.

Support for the 31-year-old has continued to flood social media networks after he wrote a heartfelt message to Atletico fans following his moment of anguish in the Stadio Giuseppe Meazza.

That show of affection has expanded into other areas as the popularity of his number 20 has skyrocketed in the days following the Milan final.

Since Monday, sales of Juanfran shirts at the club's official shop have multiplied eight-fold, which has elevated him to a similar level of demand enjoyed by best-sellers Fernando Torres, Antoine Griezmann and Koke.

Rarely has a shirt worn by losing finalists and bearing the name of the player responsible for the loss been so popular.