Sunderland and Newcastle engaged in a not-so-subtle website war of words before and after their FA Cup derby on Saturday and - as happened on the field – the Geordies had the last laugh.
Amid the feisty build-up to the first Tyne and Wear tussle in 13 years, the Championship side published an online form guide.
Eagle-eyed readers spotted that the three sentences started with the letters 'f', 't', and 'm'. That equates to the well-used insult in Sunderland of 'F*** the Mags', a dig at their neighbours.
In the second section, which took a less than glowing look at Newcastle's form, the three sentences started with 'h', 't' and 'l', a nod to the refrain 'Ha'Way the lads' which is Sunderland's version of the cry of a traditional shout of encouragement.
The origins of the phrase are disputed.
Thirteen miles up the road, Newcastle's officials seemingly kept their powder dry.
However, following an emphatic 3-0 victory on enemy soil they took their opportunity to respond. The match report on the official Newcastle website started its first three sentences with the letters 's', 'm' and 'b', which was interpreted as a nod to 'sad Mackem b******s'.
The next three were 'u', 't' and 'm' (Up the Mags) and, to put the exclamation point on it, the final four were 'h', 'w', 't' and 'l' – 'Howay the lads' – which is Newcastle's version of the saying.
Both clubs declined to comment. However, Mail Sport understands that the jousting was taken as light-hearted on both sides.
After being knocked out of the Champions League and EFL Cup, the FA Cup remains an opportunity for the Magpies to secure their first major domestic silverware in 69 years.
Speaking following Saturday's victory, Sean Longstaff reflected on the disappointment of losing last year's EFL Cup final and insisted that his team have the quality required to go all the way in the competition.
'We knew going out of the Carabao Cup was really disappointing and if we want to make it a memorable season, it's a chance to win a trophy and we've got to believe that we can do that. I think we've got the squad to do it.' Longstaff told NUFC TV.
'It's about getting through the first game, so now we're through and no matter who we get, whether we're at home or away, we're going to give it all we've got.
'If we can get another trip to Wembley and hopefully put a positive end on it, it would be amazing, but there's a long way to go before that, so we're not getting ahead of ourselves.'