Sunderland fans just 10 weeks ago taunted the former Wigan manager with "He's just a fat Geordie b*****d", but now he has a chance to change opinions forever.
Does he care? Not one bit.
Bruce said: "I get Fathead when I go Liverpool, I get called the Elephant Man at Man City. It is all part of the banter. I don't think they really mean it."