LOS ANGELES (CBSLA.com) — The stakes for Friday’s men’s semifinals ice hockey game in Sochi between Team USA and Canada just got higher.

A billboard—from Command Transportation in Skokie, Illinois—features two of the star players who will be facing off against each other, along with the mug of pop star Justin Bieber.

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The caption reads, “LOSER KEEPS BIEBER.”

Danny Zamost, the owner of Command Transportation, told KNX 1070 that the the idea came from two IT department employees.

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“Ian and David….on a regular basis, we usually try to come up with clever things that are usually involving Chicago sports, but this one kind of hit home involving USA. Together, we all try to come up with as many different ideas as we can,” he said.

The feedback has been huge, Zamost said.

“I’ve had more people calling me today, telling me that we’re number one on Reddit, number one on this…it’s been pretty crazy,” he said. “This morning, from the second it went up there…because we’re right on the corner in Chicago where everybody driving in traffic either way is gonna see it. The response has been pretty great. It’s exciting that more and more people are recognizing the sign.”

Ultimately, though, Zamost is looking for a bit of feedback from Bieber himself.

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“I think we’re all waiting patiently for Bieber to respond to the sign. I think that he’s probably seen it by now, so if you’re able to get in touch with him, tell him that we’re looking for a little review about what he thinks,” he said.