Craig Hutchison has put his promoter hat on, dropping some provocative new names for the AFL clashes between the NSW and Queensland AFL clubs.
The annual match-ups between the Brisbane Lions and the Gold Coast have rather unimaginatively been called the 'QClash' since the Suns' inception in 2011.
Inaugural GWS coach Kevin Sheedy did his best to get 'The Battle of the Bridge' to take off once the Giants entered the fray to challenge the Swans, but most tend to rest on the decidedly boring Sydney Derby, which has never evoked the passion of WA's Western Derby.
Now SEN chief executive Hutchison has thrown down a challenge in his role as a host on Channel 7's The Agenda Setters.
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When pushed by Kane Cornes to come up with new names for the northern derbies, the man known as 'Hutchy' came prepared.
"I'm glad you asked," he began. "This is about brand in Sydney and Brisbane. It doesn't work - the QClash is ho-hum as a name, isn't it? It doesn't inspire you.
"In Sydney, the Sydney Derby or the old Battle of the Bridge."
That's when Hutchison threw down his suggestions to breathe life into matches that typically do have plenty of fire on the field, but less so when it comes to promotional opportunities.
The Suns threw down a serious challenge to the established reigning premiers with a record 66-point victory just last Saturday, while the Giants rebounded from a big deficit to stun the Swans by 44 points in a heated clash at ENGIE Stadium the previous night.
"Here it is. In Queensland, it's the 'Scorcher'," Hutchison declared. "That's the name, it's going to be on at the Scorcher, who's going to the Scorcher, can't wait to get to the Scorcher. The heat's going to be on.
"And in Sydney, it's the 'Grudge'. It's been a grudge since they started. You can harbour a grudge, the grudge match. The Grudge is the name and the Scorcher, the new names."
Fellow panelist Nick Riewoldt seemed to be on board, replying: "Ah, you are the great promoter."
Caroline Wilson added: "You're selling it well."
The names were drawing a mixed response from footy fans on social media.
One fan wrote on X: "Beats the hell out of the cringey rubbish that was Battle of the Bridge. My skin crawls whenever I hear it used!"
Another said: "I do like the grudge match but the scorcher is woeful."
A third tweeted: "Actually not the worst. Good work, Hutchy. But we’re still not doing Wildcard Round."
A fourth declared simply: "Both horrific."
For what it's worth, as a long-time footy fan based in NSW, we think both of Hutchy's suggestions are an improvement on the current names.