The rivalry between fans of the San Antonio Spurs and New York Knicks may run deep right now, but Alamo City businesses know how to have the last laugh, even if it’s a little “cheesy.” You can take the Spurs to New York, but you can’t keep this nacho maker from bringing San Antonio with them.

A century-old company known for the glorious golden cheese sauce atop concession-stand and movie-theater nachos, Rico’s Nacho Cheese Sauce, is trolling Knicks fans in a big way. They’ve splashed advertisements across some of New York City’s most populous centers: Times Square and Madison Square Garden.

“Go Spurs Go” is now appearing in these high-traffic areas, with Rico’s branding filling the O and splashed across the bottom of the ad. Would you expect any less from the company that produced a hot cheese-curl and nacho-cheese snack pack lovingly dubbed a “hoodrat snack?”

It’s a move that cost the company about $45,000. But it’s also a milestone for San Antonio, as Rico’s Nacho Cheese Sauce can now officially claim to be the first San Antonio-based brand to ever secure an advertising spot in Times Square.

The signs were initially expected to run for one hour before tipoff and another hour right after the game, but Clear Channel began cycling the ads at 7 a.m. Monday, June 8, and they’ve been playing all day.

While this may seem like a pricey endeavor, it makes a lot of sense. Not only is Rico’s serving nachos at Spurs games and watch parties across the city, but the company was born in San Antonio in the early 1900s and has been rooting for its hometown team for as long as the team’s been shooting hoops.

 “We love our Spurs. We have been in San Antonio all our life… and we love to be part of the culture in the city, and the Spurs are a big part of that,” a Rico’s spokesperson told MySA. “We love serving our nachos to everyone throughout all these celebrations. It’s a great way to all come together, enjoy nachos, enjoy our favorite team, and enjoy an amazing sport.”

While a recent survey deemed Spurs fans some of the most polite and Knicks fans some of the rudest –– a rowdiness evidenced by fans overcrowding Madison Square Garden, prompting calls for increased security –– San Antonio knows how to poke the bear.

It just goes to show that San Antonio fans are among the most passionate when it comes to cheering on our team. Even our businesses are willing to shell out the big bucks for a chance to show some hometown pride all the way in the Big Apple.