Paddy Power are an irreverent and enormously popular presence on social media. They are unafraid of courting controversy.
Their risque propensity for unbridled cheekiness almost rivals that of that other powerhouse of Irish business, Ryanair - though this may be overstating it.
Before composing this tweet, they wanted to point out that Newcastle have an extremely poor record at Anfield over the past 12 years. This information was put through the Paddy Power blokey humour tweet generator and out came this pearl.
Newcastle have suffered more Kop beatings over the last 20 years than an unarmed African-American male. The stats: http://t.co/GOOdyAszNo
— Paddy Power Offers (@PPOffers) April 13, 2015
Some have suggested that the tweet was in bad taste but it has also clocked up 1.6k retweets. They have weathered infinitely worse controversies than this - I don't think they'll be too perturbed.