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This celebration looks quite similar to the one Messi did.
He's been having a great time at Barcelona that's for sure, even though it's just a temporary stay as things stand. Some might argue he shouldn't celebrate against his former club, but considering the tough year he had at Atletico Madrid, he truly deserves it. I had a feeling he would celebrate if he scored against Atletico. So, he shouldn't care what people say. btw! If Atletico doesn't want him in their team anymore, maybe Barça should sign him on loan again!
Everyone at Atletico Madrid doesn't want to see Joao Felix celebrating their goal because he is one of their best. He is still an Atletico Madrid player, but he is an unwanted star player and may not be in Diego Simeone's long-term plans. I would not be surprised if Joao Felix wants to stay longer at Barcelona if possible, but Barcelona's current financial condition makes it too difficult to complete Felix's transfer if his value does not drop.
Barcelona could bring in Joao Felix for free if both parties agree to terminate the contract, but Atletico Madrid certainly don't want to lose a lot of money because Felix has a high selling value so far. Barcelona might consider Joao Felix next season if Atletico Madrid agree to a price of less than $40m, but that is too low considering his quality.