Ray Lewis doesn't know it, but Boston fans are throwing him a party on Sunday.
A farewell party, that is.
This week several electronic billboards have popped counting down the minutes until "Ray's Retirement Party," which is to take place at 6:30 p.m. on Sunday.
In other words, the same time as when the Baltimore Ravens take on the New England Patriots in the AFC championship game.
The seven signs, which appear on highways north of Boston along stretches of I-93 and I-495, are operated by Clear Channel Outdoor Boston (CCO).
Mike Dobson, CCO Boston's marketing manager, told the New York Daily News that this isn't the first time his company has run teasing billboards, but the Lewis campaign has received the most attention.
"It's generating a ton of buzz," Dobson said.
While Boston fans are joking about this now, something tells us that the atmosphere in Foxboro on Sunday will feel like anything but a "party" for the Ravens.
And if the Ravens pull off the upset, it will be a Pats pity party.