Just when you thought that Hull City's contentious owners had run out of ways to fuel the discord between themselves and their supporters, they go and devise a novel new approach to fan the flames.
During Saturday's 2-0 home defeat against Stoke, the club used the advertising boards at the KCOM Stadium to flash up the lyrics to chants and songs for the fans to sing along to.
Of course, this kind of thing doesn't tend to go down well with British fans, who don't enjoy being told what to sing and when.
Putting songs on advertising hoardings.