Rafa Benitez has spoken about the "rivalry" between Newcastle United and Aston Villa.
Benitez takes his side to Villa Park tomorrow evening for a televised Championship game.
Villa fans mocked United's relegation on the final day of the 2009 season with a "Sob on the Tyne" banner.
And that has not been forgotten on Tyneside.
There was another banner aimed at Newcastle in the Holte End for the goalless draw between the two clubs on the penultimate weekend of last season.
Speaking ahead of the latest game, United manager Benitez said: "It's important to win every game.
"We know about the rivalry between the clubs and the fans.
"We're trying to make sure we put in a great effort and get a result."
Newcastle are third in the Championship table after eight games, while Villa are in 18th place.
Benitez said: "They are a massive club with very good players.
"In one month, everything can change. If they are with us (in the league), then fine. If not, there will be another one (team)."