BOSTON (CBS) – Boston Celtics fans already had to suffer enough, watching the Miami Heat defeat the C’s in the Eastern Conference Finals en route to LeBron James’ first NBA Title.

Now, Powerade seems to be rubbing Miami’s championship in a little more.

On I-93 in Medford, just a few miles away from the TD Garden, there is a new billboard featuring LeBron that reads: “Congrats LeBron. A championship has a nice ring to it.”

Powerade has a billboard on I-93 in Boston congratulating LeBron James on his first NBA title. (Photo from Powerade’s Facebook Page)

The billboard would make perfect sense in Miami. And if Powerade was aiming to infuriate a fan base, why not choose Cleveland? That would be taunting the fans that James spurned two years ago when he made his “decision” to take his talents to South Beach.

Instead, they chose to make Bostonians’ commute to and from work a little less enjoyable than it already is.

This is just more salt in the wounds for Celtics fans, who had to watch Ray Allen hold up a Heat jersey on Wednesday after the free agent took less money from Miami to skip town.

Powerade may or may not see their sales dip in Boston over the next month or so, but they’ve gotten plenty of publicity over this on Twitter — even if it’s mostly been angry fans pledging their allegiance to Gatorade.