To promote its coverage of a bunch of upcoming soccer games in the UK known as the Premier League to New Yorkers and tourists alike, NBC Sports enlisted UK street artist D*Face to create a massive Times Square billboard. “Don’t call it soccer. It’s football… just not as you know it,” reads the ad, portions of which were hand painted by the artist himself.

(Photo: Yossera Bouchtia/ANIMALNewYork)