'Hope you're happy with yourself': AFL star calls out disgusting message after controversial goal celebration

Adelaide Crows star Josh Rachele has shared a screenshot of an abusive message he copped on Instagram after his side's 14.14 (98) - 9.7 (61) win against Richmond.

Rachele gave the crowd some entertainment when he kicked a goal late in the match and performed a hang up the phone celebration.

After the match, Rachele posted on his Instagram story a direct message that said "end your life please". Rachele captioned it "Hope you're happy with yourself pal".

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The 23-year-old then posted another story with an important mental health message.

"Mental health matters in every space, including sport," he wrote.

"Messages like these are never welcome. Words have meaning, words have impact. Let's choose kindness."

Rachele had kicked two goals and had 14 disposals on Sunday evening at the MCG with his second goal bringing the celebration.

Richmond's Seth Campbell had performed a similar celebration the round prior.

The Crows star admitted to 3AW his celebration might be "a bit controversial throughout the week".

"I'm loving what Seth's doing this year, he's had a great season. I'm watching a lot of football and loving what he's doing so I just thought what a great opportunity do it," he said.

"I was copping it a lot from the Richmond faithful that were right next to me so I thought I better put that one through the middle."

Rachele has previously found himself in the spotlight for going at Port Adelaide supporters, with a celebration designed to suggest they have bad or missing teeth.

He was omitted the following week, but has been in strong form this season playing more through the midfield.

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