Bayern Munich CEO Karl-Heinz Rummenigge has taken a subtle swipe at Borussia Dortmund for their refusal to publicly reveal their ambition to win the Bundesliga in the 2012-13 campaign.
The reigning champions recently set the objective of qualifying for the Champions League as their main target instead of aiming for Bundesliga glory, and Rummenigge pointed out that Bayern, unlike their rivals, are not afraid to declare that they are after top honours.
"We have the objective of becoming German champions," the Bavarian giants' supremo was quoted as saying by Bild.
"Unlike a certain team from West-Germany, we are not afraid to express our ambitions.
"We are a bit more straightforward in that regard. We know that we have a good team."
Dortmund won the last two Bundesliga titles while Bayern had to settle for second spot in the table last term, and finished third in 2010-11.
BVB kick off the new league campaign against Werder Bremen on August 24 while the Bavarians face Greuther Furth a day later.