Last Sunday, the UAE defeated Lebanon 6-2. Awana Diab scored a goal with a creative penalty kick that was struck with his heel:
Diab's setup seemed like any other for a penalty, but as he ran up to the ball, he stopped, turned around and backheeled the it toward the goal. Stunned by the audacity, madness and nerve it takes to try and score a penalty with your back to the goal, the keeper just stood and watched as the ball trickled into the net.
The UAE's coach immediately yanked Diab from the game, asserting that he had acted disrespectfully to the opposing team. Link -via Ace of Spades HQ
Depend on what part of the world you're from imagine that he made the kick while flipping the bird, giving a "two finger salute", chin flicking, or grabbing his crotch and spitting on the ground.
So it wasn't just showing off and rubbing it in, it was deliberately bad conduct.
If it had been a come from behind game winner though, the kicker would be a hero.