Sky TV's attempt at humour has fallen flat after a stinging jibe at the expense of Christchurch.
On Saturday, Christchurch hosted home team the Crusaders in their clash against the Sunwolves - a game in which they won 33-11.
But while the on-field performance should've kept Cantabrians happy, some were left smarting thanks to Sky's electronic programme guide.
In it, a blurb of the match suggested there wasn't much to like about the Garden City.
"Sky Sport brings you LIVE coverage of the 2018 Super Rugby Season. A trip to Christchurch is never anyone's idea of a good time, especially if you play for the Sunwolves and are facing the Crusaders at AMI Stadium," it read.
A photo of the blurb shared on social media garnered a lot of attention - some people seeing the funny side.
"It's true," one person said. "A dive before the earthquakes, even worse now."
"Yep. You're one hundred percent correct. Don't bother visiting again, ever," another commenter said.
"Classic. I'm from Hamilton, people make fun of us all the time. It's fun," wrote a third. "Why do people get rubbed the wrong way when someone makes fun of their city?"
Some people weren't so impressed with the attempt at humour, saying they were indeed "rubbed the wrong way."
Sky TV says the reference was more about the fact it was not easy for rugby teams to play in Christchurch.
"We apologise to anyone who was offended by the description of the Crusaders, Sunwolves game last Saturday," it said.
"We value our Christchurch rugby fans... while an attempt at humour was made here, we accept that it didn't hit the mark.
"We'll work to ensure that this type of thing doesn't happen again."