"Memphis Tigers... Welcome to the Big East," now sits over Time Square in Manhattan, New York City as the University of Memphis prepare for the Big East Conference.
University of Memphis recently announced they would be joining the Big East for all sports beginning in 2013.
University of Memphis' move to the Big East Conference could initially cost the school $6 million to $8 million but the move to a position in the Big East is expected to possibly bring in an extra $10 million annual revenue for the school.
The estimation is based primarily on expected revenue generated through the Big East's television contracts.
What else does this move spell for the University of Memphis? In the 2013 basketball season, the Tigers could receive regular national viewing on ESPN.
The billboard alone is likely already showing to thousands of people who probably have never paid attention to the prominent, long well achieved Memphis Tigers.