49…. and out! Juventus' unbeaten Serie A run comes to an end at hands of Inter Milan
22:53 GMT, 3 November 2012
What is it about the number 49 Arsenal's invincibles powered to just that figure before being toppled by Manchester United.
And now Juventus have lost to their Scudetto rivals Inter Milan after reaching the same amount of games without suffering defeat.
This is the first time Antonio Conte's side have ever lost a game at the Juventus Stadium, which was opened on September 8 2011.
Gone: Juventus players mope after losing their record
Punisher: Inter hitman Diego Milito struck twice
The Serie A champions earned the title last year by winning 23 and drawing 15 of their 38 matches.
Winning nine of their first ten fixtures this season showed they had no intentions of slowing down.
And they couldn't have asked for a better start when they took the lead after one minute with an offside goal.
Marko Vucinic played in Kwadwo Asamoah – who was a yard beyond of the last defender – and his low cross-shot was turned in by Arturo Vidal.
But Inter had no plans to let the Old Lady hit 50.
Great start: Arturo Vidal struck in the first minute
Fist pump: Milito celebrates as Juve's record come to the ground
Diego Milito was fouled in the penalty area and slammed home the resultant spot kick.
He struck again 15 minutes later after Buffon parried a Freddy Guarin drive.
Rodrigo Palacio sealed the deal when he pounced late on and secure a fully deserved win for Inter.
Juventus' run started at the back end of the 2010-11 season, with a 2-2 draw against Napoli.
They remain top of the division from the side who turned them over, but how much damage will this do to the Bianconeri mentally
When Arsenal lost their footing against United in October 2004-05 they conceded the title to London rivals Chelsea.
Stretch: Gianluci Buffon is beaten
Perhaps the greatest shame for Juventus is that unlike Arsenal, they did not topple their country's record for unbeaten consecutive league games.
Fabio Capello's AC Milan side hold that, an astonishing 58 games unbeaten between May 1991 and March 93, winning three Scudettos between 92 and 94.
No matter how great the achievement of 49 games without losing, not beating the Rossoneri's record will rankle.