Acknowledge what they are doing when they do it, feel free to bring it up in a joking way. Publicly or privately, doesn't matter. Give them an out in the sense that you do not seem overly offended while still bringing the issue up. This sets the baseline for you to establish a "here goes Alex the one up King/queen" joke if they persist which is a deterrent in itself. If they get offended down the road, it just makes them look even less self aware... Jokingly and assertively acknowledging things immediately allows a great deal of control over your interactions.