Yesterday, Jeff Ruby made news when he pledged to buy all Northern Kentucky University students a free steak dinner if the Norse upset Kentucky Friday night. Now, Lexington steakhouse Malone’s is raising the “steaks,” vowing to give all UK students a faculty a free steak dinner if UK wins the 2017 National Championship:

Raising the Steaks! If the UK men's basketball team wins the 2017 NCAA championship, we will provide UK students and faculty a steak dinner. pic.twitter.com/2ZL6J0URFe — BHG Restaurants (@bhgrestaurants) March 15, 2017

Keep upping the ante, fellas.