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Missouri head coach Eli Drinkwitz ramped up their rivalry with Kansas as he fired back after beating them 38-21 in Week 2 of the College Football season.
The Border War is one of college football's most historic and fierce rivalries, with political roots dating back to the American Civil War between the two states.
With that in mind, Kansas released a hype video pointing to that violent history before the game, then played it inside the stadium.
They captioned the post: 'It is that deep', with the video specifically referencing incidents during the Civil War and narrating: 'There's right and wrong. Kansas and Missouri'.
Clearly, the video added extra fuel for Missouri and head coach Drinkwitz, who called the stunt 'embarrassing' in his postgame press conference and added that it made him 'want to embarrass them' in the later stages of the game.
Eventually, he got his wish as he declared his Missouri team 'left Kansas bleeding', with his strong words only adding a new personal element to the latest chapter of the rivalry.
Missouri got the better of rivals Kansas in a 38-21 win in Week 2 of the College Football season
'I was disappointed in the rivalry, the turn that it took today. I thought that was uncalled for,' Drinkwitz said in his postgame news conference.
'I'm just glad that this whole right versus wrong bullcrap that was started just got settled on a football field, because it's a football game.
'It's an American football game that people love to come watch and cheer for their teams. It's not even deeper than that. I get there's a past to it, but why are we stirring that bullcrap up?
'It's 9/11. This country needs unity now more than ever. I was embarrassed for them, to be honest, and that's why I tried to embarrass them at the end.'
He later added: 'We left Kansas bleeding again.'
Drinkwitz was keen to stop his players getting involved in any ugly incidents after the game. He abruptly left his TV interview on Fox when a brief scuffle broke out and was heard screaming to someone off-camera to stop them planting a Missouri flag on the field, while other players were pictured celebrating with Jayhawks drums.
'I got to go make sure we don't have anything stupid happen here,' Drinkwitz said on Fox.
His comments on wanting to run up the score were put to Kansas head coach Lance Leipold after the game.
Missouri players celebrated with a Jayhawks drum after beating their rivals on the road
Eli Drinkwitz, the Missouri head coach, called Kansas's pregame antics 'embarrassing'
Kansas had ramped up the rivalry with its hype video also shown in the stadium before kickoff
'I didn't know that he had said that,' he replied. 'And if he did, that's his prerogative to coach his team the way he wants to coach it.
'He wants to keep trying to score. That's his prerogative. It's our job to try to stop it.'
Comparing the direction of his team to when they lost to Missouri last year, the Kansas coach reflected: 'This one, it's different. I felt really good going into halftime. We were in a really good spot, and then of course we're in those situations. You're down a couple scores, and you got 4th and 33, and it's going to snowball on you.
'Here we are with the ball, and we're down 10 or whatever, and we're trying to make something happen. 'Are we going to kick a field goal? Are we going to whatever?' Still got to understand it's a possession game. So it's becoming more times you're going to touch the ball, and what you're going to try to do.
'I really have probably yet to sit there and give it a great comparison to last year. They won both games. That's fact.
'But at the same time, I don't think we walked off the field in the game thinking that they're the one opportunity that things could have gone our way. Now we have to make them go our way, okay?
'And they're not going to be handed to you. We have to execute and coach better and do those things, find ways of what we're going to do. A week ago, do you get much evaluation of where you're totally at sometimes as a team? Well, tonight you kind of do. We had planned against the speed and stuff off the edge and stuff that Missouri has.'
The Tigers are now 2-0 and host Troy next Saturday before their SEC schedule begins, while Kansas is traveling to London to face Arizona State in the Big 12 in Week 3.
