Luke Bryan takes dig at Blake Shelton over Sexiest Man Alive crown

• Bryan declared he is better looking than Shelton on Thursday, June 11
• Shelton won PEOPLE's Sexiest Man Alive in 2017; Bryan photoshopped himself on the cover
• Bryan leads Shelton 32 to 30 in career No. 1 country hits

Luke Bryan, 49, has taken a fresh swipe at his long-time friend and rival Blake Shelton, declaring on Thursday, June 11, that he is better looking than the "Sangria" singer and should have been named PEOPLE's Sexiest Man Alive — a title Shelton claimed back in 2017.

Bryan remarked on an appearance on the video series Are Ya'll Okay?, when he was asked to name a hill he was "willing to die on."

"I am better looking than Blake Shelton," the "Play It Again" singer said. "[I] should have won PEOPLE's sexiest man. I can die on that hill."

A rivalry with a long history

The two country stars have spent years trading good-natured digs at one another in public. In March, Bryan posted a video on Instagram breaking down the lyrics to his song "Word on the Street," in which he revealed that the line "BS-free" was a direct reference to Blake Shelton. Bryan, who is set to release his ninth studio album, Signs, on 18 September, delivered the revelation with characteristic humour.

The month before that, Shelton spotted a fan wearing a Bryan T-shirt at one of his own concerts and called them out on camera. "You come to my show wearing Luke Bryan s---," Shelton said with a smile in a TikTok video. "What's the matter with you? That guy's an idiot."

The No. 1 hits tally

The rivalry extends beyond looks and album covers — it has a scorecard. In a conversation with CMT in October last year, Bryan was told he remained ahead of Shelton in career No. 1 hit songs, and he made clear that was all the motivation he needed.

"That's the only reason that I'm still in the game of country music, to stay ahead," Bryan said. "I thought he was retiring — he's back putting songs out. It's not the deal we had."

At the time, Bryan held 32 No. 1 country hits to Shelton's 30.

The Sexiest Man Alive backstory

Shelton was named PEOPLE's Sexiest Man Alive in 2017. Five years later, Bryan photoshopped himself onto the cover and posted it online. "Don't doubt me @katyperry, the @people love me and I'm the favorite country judge!" Bryan wrote on X. "Don't be jealous @blakeshelton."

Shelton, characteristically, played along. "My God buddy I hope that works out better for you!!!!!" the "God's Country" singer replied on X.