Auburn football coach Hugh Freeze gets his first taste of a big rivalry game with his new program this weekend when the Tigers host No. 1 Georgia on Saturday afternoon. 

This rivalry has long been a heated one and dates all the way back to 1892. Georgia has won the last six meetings and are 14.5 favorites to win on the road this week.

How is Freeze, whose team lost to Texas A&M last week, firing up his squad and fanbase for this huge game? He’s preaching love vs. hate, saying on Monday, “We should compete out of love for our people, not out of hate for other people.”

Here’s his full quote: 

 Fans roasted him: