Arsenal's social media department has dropped an embarrassing gaffe ahead of this weekend's FA Cup fourth-round tie against Brighton & Hove Albion, posting details of a competition to win tickets for the next round before Sunday's game is even won.
The Gunners have certainly jumped the, well you get the point. Brighton have every right to be disappointed with the promotional material, which is presumptuous to say the very least.
Arsene Wenger's side will be confident of winning at the Amex for the second time in three seasons and securing safe passage to the last 16, but there's no need to go over the top by sharing a message which could still come back to haunt a side that have slipped against Bradford City and Blackburn Rovers in the not-too distant past.
Poorly-timed Tweet has now been deleted
Arsenal have since taken down the tweet, which read: "Win tickets to the next Round of the FA Cup by posting your photos with #FACupAdventure", to their followers on Friday morning."
Brighton fans have reacted angrily to that message, with their local paper The Argus reporting that Arsenal have been labelled "arrogant" by supporters who believe the Championship club haven't been treated with the respect they deserve.
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Extra incentive for the Seagulls
New Brighton boss Chris Hughton could do far worse than to simply stick Arsenal's message up in the changing room before Sunday's match, particularly if his players buy into the message that they're being taken lightly.
Wenger already knows full well what how difficult a trip to the South Coast can be, with his side just about doing enough to prevail 3-2 the last time the two teams met in this competition in 2013.
Olivier Giroud and Theo Walcott made the difference on that day, but will that pair and the return of £42.4m man Mesut Ozil be enough to keep the holders from avoiding genuine embarrassment this weekend?
Arsenal's social media whizkids will certainly hope so.