Chelsea boss Jose Mourinho threw his Premiership title winners' medal and his club blazer into the crowd as the title celebrations got underway at Stamford Bridge.
Mourinho was presented with his medal by Premier League chairman Dave Richards after Chelsea's 3-0 win over Manchester United clinched a second successive Premiership crown.
Immediately Mourinho raced over to the edge of the pitch and took off his blazer and medal before hurling them into the crowd sparking a scramble among Blues fans to claim the mementoes.
William Gallas, Joe Cole and Ricardo Carvalho grabbed the goals as Chelsea retained their title, with the only negative aspect of the victory being United striker Wayne Rooney getting carried off on a stretcher.
England coach Sven-Goran Eriksson was left with an anxious wait to find out the extent of the injury with the World Cup finals looming.
Mourinho told Sky Sports: 'It's a fantastic feeling.
'We know one day we will have to lose the championship but successive Premierships is difficult.
'Manchester United have been magnificent and today doesn't show how difficult they made it for us. Of course, we deserve to win the title.'
Last year Chelsea picked up the title at Bolton, and Mourinho was delighted his men could savour this season's celebrations on home soil.
'It is here and at our home,' Mourinho added. 'I said to the team before that we cannot allow a team to come here and let the cup go [to another team].'
United look likely to finish second in the table, although defeat means Liverpool are now within range.
Chelsea captain John Terry struggled with a foot injury but told Sky Sports 1: 'There was no way I was coming off.'
He added: 'What a season! To retain the title is absolutely fantastic. We found it more difficult going to places and getting results but we dug in and did it again.
'That's the best atmosphere I've ever seen at the Bridge. That's a great result against a great side.'
Amid the celebrations, Terry was concerned for Wayne Rooney who had to be carried off with a foot injury.
'I just tried to go in the dressing room to see him but security wouldn't let me,' said Terry.
Blues midfielder Frank Lampard dedicated the title win to the Stamford Bridge support.
'This is a special day for them,' said Lampard, who hopes Jose Mourinho's side can make an impact on FA Cup and the Champions League next season.
'We're getting stronger. The cup competitions - that can happen.'
Ferguson felt his side were punished for failing to take their chances against the champions.
'It was harsh,' he added on Sky Sports. 'It didn't reflect the run of the game.
'We had a lot of the play and made some good chances - Edwin van der Sar has not made a save and their keeper has made good saves.
'We had opportunities and missed them and if you miss them against Chelsea with the record they have here you deserve to be beaten.'