The matchup between Michigan and Ohio State has been anticipated for weeks -- even more so in recent days -- with fan bases upping the ante of jabs and cracks.
Viewers of a photo circulating since Saturday afternoon's game, however, call one such "joke" classless, even disgusting.
"Truth," reads the caption of the Twitter image posted by @BarstoolOSU, which shows a group of Ohio State fans posing with a banner: "Michigan Girls: More Diseased Than Flint Water."
The exact location of the banner isn't known.
Despite hundreds of retweets and many more "likes," on the photo, user Kenya Bell said the image is "classless and shows no empathy." Another person identifying themselves as an Ohio State grad called it "disgusting."
Flint's water crisis began in April 2014 when the city was switched from Detroit's water system to improperly treated Flint River water while the state managed its finances. Thousands of residents were exposed to lead, which contaminated the water as it leached from old pipes in their homes.