It never really stops, but Kentucky-Louisville hate really amps up for two weeks every year.
One of course in the winter for basketball...but arguably even more bitter these days, the Battle for the Governor's Cup on the gridiron.
And the trophy has spent two straight seasons in the 'Ville.
Something the Cats are looking to change this year...during what Jonathan George dubbed from fan tweets and social media response as "Louisville hate week."
More in the video.