Sunderland AFC fans have been making hay at their greatest rival's expense.
Comedy flags and signs, new jokes and bogus bids for Newcastle United have snowballed since the St James's Park outfit suffered relegation to the Coca-Cola Championship.
Many Black Cats supporters consider NUFC fair game for mickey-taking after Tynesiders produced a Let's All Laugh at Sunderland magazine and carried banners with the slogan at derby matches.
The latest NUFC-baiting involves two fake road signs put up on either side of Newcastle Road, near the A19 Testos roundabout.
One has an arrow pointing towards Tyneside and reads: "Sid James' Park, the biggest stadium in the 'Fizzy Pop' league'."
The other, on the road to Sunderland, says: "The Stadium of Light, the North East's only Premier League stadium."
A video of the stunt has been placed on the YouTube website, and those responsible say nothing was defaced, vandalised or removed, and the signs were fixed to empty poles already in place.
Recently, a banner was unfurled over the side of the Tyne Bridge which read: "Well done Mary Poppins," in reference to NUFC manager Alan Shearer and the club's relegation.
And Black Cats fan Darren Lloyd, 48, from Millfield, put up a Toon-teasing "Shearer's 1 Shop" sign over his business in Hylton Road.
Also, SAFC fanzine A Love Supreme has produced a special Magbaiting issue and a Toon Doon T-shirt.
Earlier this week Sunderland supporters made scores of bogus bids for NUFC when the club asked for offers via email.
Later ones included a collection of Adam and the Ants singles on vinyl; a mug commemorating the launch of Apollo 4; and two shih-tzu pups and a decent BMX bike.