Sunderland blew Sheffield Wednesday away with a stunning first half performance at Hillsborough to pile the misery on the Championship's basement side.
Dan Ballard opened the scoring after just five minutes before Jack Clarke netted a brace - one strike from the penalty spot - as boos rang round the ground for the still winless Wednesday.
The result dampened a dismal day for the club, who saw chairman Dejphon Chansiri hit back at angry fans and brand them as 'selfish' in an extraordinary statement on the club's website.
Discontent has been growing among Owls fans this season, with fans slamming the club's ticket prices that can see concessions paying £49 for a spot in the club's South Stand, a price higher than several Premier League clubs.