--- title: Sochi Olympics: USA Canada Hockey Game Sparks Loser Keeps Bieber Ad description: USA! USA! USA! canonical: https://time.com/9102/loser-keeps-bieber-raises-stakes-in-canada-usa-olympic-hockey-game/ author: Melissa Locker article:opinion: false article:content_tier: free article:published_time: 2014-02-21T18:17:12.000Z article:modified_time: 2026-08-04T07:48:44.338Z og:title: Sochi Olympics: USA Canada Hockey Game Sparks Loser Keeps Bieber Ad og:description: USA! USA! USA! og:url: https://time.com/9102/loser-keeps-bieber-raises-stakes-in-canada-usa-olympic-hockey-game/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Sochi Olympics: USA Canada Hockey Game Sparks Loser Keeps Bieber Ad twitter:description: USA! USA! USA! twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # "Loser Keeps Bieber" Billboard Raises Stakes in Canada-USA Olympic Hockey Game > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: August 2026. ## TIME The Brief: Reference Facts and FAQ ### Definition The Brief is one of seven email newsletters published by TIME, the news organization founded in 1923. The day's top headlines, curated by TIME editors. The Brief brings TIME's perspective to the day's most important stories, helping readers understand not just what is happening, but why it matters. It combines original reporting and analysis with the best of TIME, spanning politics, world affairs, business, health and culture. 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It curates the day's top headlines with TIME's reporting and analysis across politics, world affairs, business, health and culture. It is free to join at time.com/newsletters. #### How do I sign up for The Brief? The Brief is available free at time.com/newsletters, where readers can select it along with any of TIME's other six newsletters. There is no subscription required to receive it. #### Is The Brief free? Yes. The Brief is a free daily email newsletter from TIME. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes The Brief? The Brief is led by editor Richard Hall and draws on reporting from TIME's newsroom. Every edition is assembled by TIME editors rather than generated automatically. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-brief-2026q3/newsletters?i=44eb385c-50b4-4e8a-b276-db9be438cb3d&cr=time-nl-brief-2026q3-v1) ## Video: Selena Gomez on Bieber, Twitter and Tap Water [Watch (HLS stream): Selena Gomez on Bieber, Twitter and Tap Water](https://cdn.jwplayer.com/manifests/CdNffME8.m3u8) (4:43)  _Published 2011-06-28. Disney star Selena Gomez talks about her upcoming film, the Twitter backlash from dating Justin Bieber and the pressures of celebrity as a teen_ by [Melissa Locker](https://time.com/author/melissa-locker/) ## Melissa Locker Feb 21, 2014 6:17 PM UTC by [Melissa Locker](https://time.com/author/melissa-locker/) ## Melissa Locker Feb 21, 2014 6:17 PM UTC 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](http://www.commandtransportation.com/), 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](http://swampland.time.com/2014/01/24/why-we-cant-just-deport-bieber/) **MORE**: [Oh Baby, Baby, Baby: The Dramatic Downward Spiral of Justin Bieber](http://entertainment.time.com/2014/01/30/oh-baby-baby-baby-the-dramatic-downward-spiral-of-justin-bieber/) ## Transcript Hi, I'm Belinda Luscombe, I'm Editor at Large at Time Magazine. We have today the star of the movie Monte Carlo, Selena Gomez. It's me, Cordelia. Yes, I'm still in Paris. Mother's forcing me to go to some charity thing to repair my rep. I don't know. Polar bears, hungry people. This movie is actually a little more like your life. Cordelia has a lot of problems with the tabloids. Yeah. That's one of her. How is that something, how does that affect your life? Because obviously, there's a lot of tabloid interest in you, especially since you started dating Justin Bieber. Does it limit the way that you live? Sort of. Yes. But at the same time I I can't be afraid to continue to live my life, because I'm only 18. But I also know that people are watching, so I try to just focus on the things that make me happy. Try to focus on my fans, and my music, and my film, and things that I can continue to focus on. It's a tricky business. The guys, Justin Timberlake, Justin Bieber, the Jonas Brothers. They don't have the same pressures on them. Do you feel that there's a double standard? Yeah, yeah. I also think that guys get more attractive, the older they get. And and I think that's unfair. [ LAUGH ] But no. Of course, [ INAUDIBLE ] I think, sometimes, they, it is a little bit different for them. But I, I think I kinda of have it better, to be honest. I I think, sometimes, fans for male singers, or pop stars, or actors, can be a little crazy, because they I was that way with like Justin McCartney and N'Sync. If I ever saw them I would probably pass out, and I would freak out and scream. And what I love about my fans is that, I could probably have lunch with every single one of my fans. I'd probably sit down and talk to them and have like a really cool conversation, which I've done before with my fans. Speaking of people with crazy fans, when it first became public that you were dating Justin, the Twitter- verse lit up with, kind of, adolescent angst that Justin was taken. Now as a young woman, it's got to be weird to have people talking about you in that way to the public. I mean. Half of these girls who are saying things would ever say it to someones face. The idea and illusion is you can say whatever you want. However you want. The meanest thing you can say. And nobody at the end of the day will know it's you. And I am human, so of course it hurts my feelings. And I don't like reading it. But ultimately, I eventually have gotten to the point where I laugh at it. And I have incredible fans. And I'm really happy. Your good friend, Demi Lovato, recently withdrew from her tour. And went off her show, and sought help for some issues she's having. When you look at what's happening with Demi. Then, do you think, gosh. Do I have to look to myself and worry. I mean, you've been up since five this morning. You know? You're in Dallas on the weekend, and Santa Monica on Friday. Is there a point at which, I know your mom was looking out for you but. And you did actually have to go to hospital recently recently so. Yeah. Is there, you're only 18, is there a kind of. Do you ever go, I might be getting close to my breaking point here sometimes. Yeah. I feel that way. It's a lot of pressure. But I enjoy it. So it's all, it's, it's all about, I guess it's all about how you, you handle it. It can, it can get crazy, and there are moments where I can get really weak and just wanna give up for a minute. And, those are the moments where I can, I can say I need to stop. I have those moments, but I, I guess I've been lucky so far. Catch my health part, but I'm getting better still. Glad to hear it. You're also selling, auctioning, whatever, your tap water. I just want to verify, this is actually from your tap? Yeah. [ CROSSTALK ] It's crazy, yeah, it's so crazy. They they told me about the, the tap campaign. And I thought it was really fun and, and different. It's a little odd to sell your water, but it made sense at the same time cuz it also encourages you to use tap water, I suppose. Are you getting competitive? Like you want more, to sell more of your tap water than some other [ INAUDIBLE ]. [ LAUGH ] no, so far I haven't gotten competitive. I'm just glad that a bunch of celebrities signed on to do it, cuz that means a lot of them want to help, which is cool. Thanks very much Selena Gomez. 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