Sunderland are nothing if not consistent.
With management and playing staff failing to do their reputations any favours this season, the Mackems' media team have decided to get in on the act, wishing one of Newcastle United's most revered players a happy birthday.
Few outside of England's north east will remember Shay Given in Sunderland colours, with the Irishman turning out on just 17 occasions for the Stadium of Light side - helping them to promotion from the old Division One in 1996.
The former Blackburn Rovers loanee signed permanently with Newcastle the following year and the rest, as they say, is history.
Given made close to 500 appearances in 12 years of service for Sunderland's fierce rivals, for whom he was a fans' favourite, before moving on to Manchester City, Aston Villa and now Stoke.
Shay Given of Newcastle United
And on the 41st anniversary of his birth, a message from the Mackems was perhaps the last thing the former Magpie was expecting.
He wouldn't be the only one...
Sunderland AFC (@SunderlandAFC) April 20, 2017
@SunderlandAFC I'm not going to get irrationally angry over this, but haway...— Gav. (@Gav1879) April 20, 2017
Is Given Newcastle United's greatest ever goalkeeper?