Bruce Urban decided to play some mind games and really get into the kitchen of the Calgary Roughnecks.
The Edmonton Rush owner accomplished his goal and wasn't about to backtrack or apologize for an ad in Sunday's Calgary Sun that the Roughnecks took exception to.
By suggesting that the Rush were coming to get the Roughnecks, Urban said he was delivering a message to "the arrogance of Calgary."
Urban was born in Calgary, still lives in the city, and has most of his business dealings there.
ROLLING INTO TOWN
"It's about us rolling into town and kicking butt," said Urban whose Rush play the first of a home-and-home series against the Roughnecks Friday at the Saddledome.
"It could backfire, but apparently it's got (Calgary captain) Tracey Kelusky all worked up. If it throws their top players off their game that could be in our favour."
Urban, who paid for the ad himself and not out of the Rush's budget, wasn't concerned that his sentiments would lead to serious repercussions for his players on the floor.
"If they can handle going 60 minutes getting hacked and slashed and pounded they should be able to protect themselves against some rivalry words that their owner threw out on their behalf," said Urban.
Rush rugged defender Buck Stobart got a chuckle out of the ad and also out of the Roughnecks' fiery response.
"Who in Calgary is not going to want to see this game now?" said Stobart. "And if it carries over to our home game (Jan. 21), everyone in Edmonton is going to be pumped too."
A ROUGH ENCOUNTER
The Rush players were expecting a rough encounter in the first edition of the NLL's Battle of Alberta. Trent Smalley figured that even without the ad, there was fuel on the fire already.
"It's all in good fun to promote the rivalry," said the Rush forward.
"We're not going to be intimidated. They've earned their respect by winning two years ago.
"We're new and it sounds like they don't have a lot of respect for us. We have to earn their respect and we're going to play our gritty, hardcore game."