Edmonton is no stranger to intense hockey rivalries, but the recent playoff series with the Vegas Golden Knights brought a surprising twist: billboards taunting Oilers fans right on their home turf. This playful jab ignited conversation across the city, showcasing Edmonton's deep love for hockey and the spirited competition that defines the NHL postseason.

The Story Behind the Vegas Billboards in Edmonton

In May 2025, the streets of Edmonton became the stage for a unique rivalry. A Las Vegas tavern, PKWY Tavern, purchased advertisements on 165 digital billboards across key parts of the city—just in time for a pivotal playoff game.

The bold ads highlighted the now-infamous "00.4"—the moment Vegas right winger Reilly Smith scored a game-winning goal against the Edmonton Oilers with just 0.4 seconds left on the clock. The message was clear: friendly taunting, wrapped in playful competition. As noted in the Las Vegas Review-Journal, PKWY Tavern’s owner said the rivalry makes hockey more exciting for both cities.

Edmonton’s Hockey Spirit on Full Display

The reactions in Edmonton were instant and passionate. Fans took to social media, expressing a mix of amusement and determination. Jonathan Fine, the mind behind the campaign, explained that the idea was all about raising the stakes for Game 4, hoping that even the Oilers players would catch a glimpse of the billboards on their way to the arena.

According to the Edmonton Journal, more than 160 billboards in the city center and near Rogers Place flashed the taunt throughout the day. It was a calculated move—a "mental curveball" for the Oilers faithful, but also a sign of respect for Edmonton’s die-hard sports community.

Playful Rivalry Grows the Game in Edmonton

While tensions often run high in the playoffs, campaigns like this show that rivalry can bring fans together in unexpected ways. Edmonton’s residents responded with their trademark passion, filling local sports bars and downtown streets to cheer for their team. The city’s reputation as a true hockey capital only grew stronger through this friendly exchange.

For more insights into the story and reactions from both sides, check out coverage by News 3 Las Vegas.

Edmonton’s Lasting Legacy in Hockey Culture

Edmonton’s sense of community and pride shines brightest during moments like these. The billboard saga is more than a viral sports headline—it’s a reminder of how friendly rivalry can unite fans while keeping the spirit of the game alive. Edmonton’s hockey culture is as vibrant as ever, thriving on big moments, memorable wins, and even a little gentle teasing from afar.

Ready for the next chapter in Edmonton’s hockey journey? Join the conversation, support local teams, and embrace the passion that makes this city a hockey powerhouse.