According to Alan Siegel of "Deadspin", "Seven Nation Army"'s riff is "an organic part of sports culture". The riff is commonly used in sports audience's chants, in which each note is usually sung using the "oh" sound. This phenomenon has its roots in a UEFA Champions League soccer game in Italy in October 2003, during which fans of Belgium's Club Brugge KV began singing the riff in a game against Italy's A.C. Milan. They continued the chant after Club Brugge KV striker Andrés Mendoza scored a goal. Club Brugge KV won the game, and the song subsequently became the team's "unofficial sports anthem".