TIME olympics

“Loser Keeps Bieber” Billboard Raises Stakes in Canada-USA Olympic Hockey Game


If you did not have an opinion about the outcome of the United States vs Canada Olympic men’s hockey game, this sign may get you to start rooting for Team USA.

A Chicago billboard has raised the stakes for Friday’s semi-final match considerably. Not only is a spot in the gold-medal game on the line, but now it appears that national ownership of the seemingly self-destructing pop star Justin Bieber is also on the line.

The billboard, owned by Command Transportation, a freight broker, features Bieber, the 19-year-old Canadian pop star who resides in the U.S., squeezed between Canadian hockey star Jonathan Toews and U.S. player Patrick Kane, teammates on the NHL’s Blackhawks, but rivals on the Olympic ice. Under the stars sits the caption ‘Loser Keeps Bieber’.

In addition to the billboard-based bet, the hashtag #LoserKeepsBieber was trending on Twitter on Thursday, with hockey-heads on both sides of the border seemingly willing to ante up Bieber before the highly-anticipated matchup.

Perhaps now is an appropriate time to add: Go Team USA.

MORE: Why We Can’t Just Deport Bieber

MORE: Oh Baby, Baby, Baby: The Dramatic Downward Spiral of Justin Bieber

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