In the build-up to Saturday's fourth edition of the QClash, the Suns stoked the fire by drawing devil horns, a goatee and glasses on Rich with an 'I love GC' fake tattoo on his arm on its website.
The same promotional picture is also being used on a billboard outside Metricon Stadium.
The Suns tweeted it was 'friendly fun' but it appears the Lions are not so sure.
Although it may have lost some sting with Rich unavailable to play because of suspension, it didn't stop his teammates going into bat for the 22-year-old.
Midfield mates Jack Redden and Dayne Zorko led the charge, rubbishing the picture.
"The kids can do their finger paintings and the men will play footy this weekend," the usually reserved Redden said.
"It gives us more determination leading into this week to knock them off on their home deck."
After being drafted by the Suns in the pre-season and traded to the Lions, rookie sensation Zorko was also abrupt, saying the Suns could "paint pictures" while the Lions would focus on winning.
After stunning the Lions in the first QClash at the Gabba last year, 'Big Brother' has had his way in the past two meetings, winning by 62 and 65 points respectively.
Redden has played in all three matches and said the rivalry was growing.
Like coach Michael Voss on Monday, he said that inaugural loss still hurt.
"It was gut wrenching that first loss to Gold Coast," Redden said.
"It does eat away at you a bit so we can't give them the leeway we did in that first game.
"Two sides in the same state and we've been here a bit longer so there's definitely rivalry there. You always want to win your own territory and win your own state and be the dominant side so I think that'll always be there."
The Suns' homepage takes aim at Brisbane Lions midfielder Daniel Rich ahead of the round 17 QClash
Gold Coast's midfield is back to full strength with the recent return from injury of Michael Rischitelli, David Swallow and Dion Prestia, and Redden said that's where the match would be won and lost.
"They've got some very good players in their midfield and they've got a bit of depth as well," he said.
"They base their team around their engine room and it's a big test for us midfielders and we'll have our hands full and can hopefully get on top inside."
Michael Whiting covers Brisbane Lions news for AFL.com.au. Follow him on Twitter; @AFL_mikewhiting
