The New York Knicks have officially entered the LeBron James sweepstakes with a new billboard near Madison Square Garden.

The billboard challenges James to prove he’s the King of New York, which he said in Instagram post earlier this season after a Cav’s victory over the Knicks, by signing with them.

https://www.instagram.com/p/BhNxHZDlJJB/?utm_source=ig_embed

“King of New York? Prove it,” the billboard reads. The Knicks have now joined the fray along with the Los Lakers, the Portland Trailblazers and The Cleveland Cavaliers, who have all placed billboards in their respective cities with the hopes of signing James if he opts out of his contract and becomes a free agent this summer.

The NYC Ads Co., a New York City-based marketing firm that purchased the billboard, also posted a message in the same vein on its official Instagram account.

“Some of you may think we’re crazy and say there’s no chance he ends up in NY,” the company wrote. “I think why not? If you talk the talk you gotta walk the walk. You want to be considered the goat? Legend? Icon? I think the best way to solidify all that is winning a chip in NY a place that hasn’t seen it in 40 years.”