Missouri coach Eli Drinkwitz took aim at Kansas following the Tigers' win on Friday night, saying he was "embarrassed" for the Jayhawks over how they promoted the Border War rivalry leading up to the matchup.

Drinkwitz characterized Kansas's approach to hyping the historic rivalry as "crap," per ESPN. Yahoo Sports and Awful Announcing described Kansas's promotional efforts as a "bizarre" hype video, suggesting the school leaned heavily into the intense nature of the Border War—one of college football's fiercest rivalries during the teams' time together in the Big 8.

The exact nature of what Drinkwitz objected to remains unclear from available reporting, though his comments suggest frustration with how Kansas framed or marketed the game.