Newcastle United chairman Freddie Shepherd became an unlikely internet star yesterday after he was filmed joking to Liverpool fans that he would "carry Michael Owen back to Anfield" for £9m.

The video, posted on internet site YouTube, was shot by supposed Liverpool fan site KopTalk.com and attracted more than 21,000 hits within hours of going online.

Yesterday, the club laughed off Shepherd's comments claiming they were "nothing more than tongue-in-cheek banter", which revealed how approachable the chairman was around football fans.

The filmmakers also praised Shepherd for his sense of humour, but apologised if it had caused him any embarrassment.

The 57-second video clip shows the Liverpool "fans" pulling up beside Shepherd's Range Rover in traffic and shouting: "Can we have Michael back?".

Game for a laugh Shepherd at first smirks and then says: "For £9m, I'll carry him back for you."

He then describes Owen as a "good lad", but is less complimentary about the star striker's agent. The clip is part of a longer video featuring the two men travelling around Newcastle, pretending they are returning Michael Owen to Liverpool.

A Newcastle United spokesman said: "Anyone who has seen this video clip will immediately regard it for exactly what it is.

"It's nothing more than tongue-in-cheek banter in the most light-hearted fashion that nobody could take remotely seriously or try to misinterpret.

"The chairman shows just how approachable he is by having a laugh with a couple of football fans and Geordies and Liverpool supporters are world renowned for enjoying a joke and sharing a sense of humour after all."

KopTalk.com editor Duncan Oldham said: "In response to the video we filmed of Freddie Shepherd commenting on Michael Owen, we'd like to make it clear that he was merely having a laugh with two ordinary football fans. We were over the moon that he had a bit of banter with us, and it was nothing more than that. The camera wasn't hidden as Mr Shepherd can confirm, so he knew we were filming him.

"Nobody from Newcastle United or anywhere else has asked us to comment. We just wanted to put the record straight. It goes to show that even in today's footballing world of high-profile characters and millionaires that the ordinary fan isn't simply dismissed.

"Freddie Shepherd is a great sport and so too are the Newcastle fans, many of whom have been emailing us since saying their opinions of their chairman had lifted as a result of seeing this different side of him.

"We apologise if this caused any embarrassment for Freddie, but it shouldn't have. As the statement on the NUFC website says, both Newcastle fans and Liverpool fans are known for their great sense of humour. Freddie proved that. We wish him and everyone associated to Newcastle United the very best of luck for next season, hopefully not at our expense."