By Phil Gordos BBC Sport Online

The verbal volley that Ian Millward aimed in the direction of union rivals Sale Sharks will come as no surprise to fans of rugby league.

The immensely successful St Helens coach is famed for his outspoken attacks.

And that is exactly why his gripe that union is "boring", and claim that dodgy timekeeping robbed his side of victory in the cross-code challenge, should be taken lightly.

We expected to win as we are much more skilful and I think we would have done had we played the four minutes that were left on the clock Ian Millward

An intelligent bloke, Millward's comments are probably a ploy, designed to ensure any re-match between the two sides generates as much media interest and encourages as many people through the turnstiles as possible.

The Australian has already given next month's World Club Challenge against Sydney Roosters an added edge with a few pot-shots at the NRL champions.

But to assume that Monday's rant was simply an exercise in publicity would be wrong.

It also enhances the notion that Millward hates losing and will turn on others in an effort to keep his own self-belief - and that of his players - firmly intact.

It is a common tactic among coaches and managers, usually the successful ones.

Sir Alex Ferguson thinks nothing of diverting attention away from either his own or his players' shortcomings with a clever pop at a referee or opponent.

St Helens are a great rugby league team, the best in the world at the moment, but you have got to show humility when you lose Steve Diamond

Whatever the reason for Millward's very public attack on Sale, the war of words with Sharks coach Steve Diamond can only have enhanced the prospect of another league-versus-union clash.

Monday's game at Knowsley Road may have served little purpose as far as the players are concerned, but financially it was a godsend.

And officials at both clubs will hope another 12,000 people flood through the gates should St Helens and Sale lock horns once again.