By Ariana Bacle
Updated February 21, 2014 at 05:40 PM EST

Justin Bieber made headlines once again (thankfully not for egging houses or getting arrested this time, though) when his face was plastered on a Chicago billboard. The electronic billboard features a photo of Bieber sandwiched between an American and a Canadian hockey player that says “Loser keeps Bieber.” Man, the stakes for the Olympics are higher than I thought!

This silly sign isn’t anything new though: The building for Command Transportation, a freight broker, sits right on a busy road in the Chicagoland area so the company is known for putting up humorous signs to make people laugh on their rides to work. They’re used to getting a little bit of press for it, but not this much. “I can’t believe what’s happened,” Danny Zamost, the president of Command, tells EW. “We had three different newscasters out there this morning.”

Zamost says two guys in the company’s IT department came out with the idea for the billboard and that the ideas usually come from current events or Chicago-based topics. It’s not necessarily for publicity though: The company name isn’t even included on the billboards. “We do it for a little bit of humor,” Zamost says. “We know that every morning and every afternoon outside our window is the bumper-to-bumper traffic.”

The sign has its own Twitter, where you can find photos of past billboards including another Bieber joke about the temperature outside being “2 below Bieber’s BAC.” So who is Zamost rooting for in hockey? “U.S.A., baby.” The U.S.A. v. Canada game is airing today on NBCSN until 3 p.m. ET, so in only a few hours, our Bieber fate will be decided. Let’s hope we win.