"I did what anybody from New Orleans would do if they were able," Saints fan Matt Bowers explained.

Matt Bowers has been a fan of the New Orleans Saints since he was a young boy. Now, a few decades later, it seems fair to classify the Big Easy native as a super fan.

Bowers and his family were in the stands for Sunday's NFC Championship Game, when Rams cornerback Nickell Robey-Coleman crashed into Saints receiver Tommylee Lewis with under two minutes left in the game. He was there when an infuriating missed call by officials seemingly ripped a shot at the Super Bowl away from his beloved team.

Bowers, 44, described to NOLA.com what it felt like to leave the Dome in silence that day.

"Like a funeral procession," he said. "You knew fundamentally how every single person around you felt in that moment."

Bowers said he was still seething when he woke up the next morning.

Then he had a thought. "You know what I'm going to do? I'm going to try to put a spotlight on this. And if it makes me feel better, great. If it doesn't, great. But I'm going to absolutely torture these people for the next few weeks," he recalled thinking as he plotted his revenge. "It's kind of how I was born."

Using his personal credit card, Bowers, who owns three car dealerships in and around New Orleans (along with others in Nashville, Tennessee; and Mobile, Alabama) paid for up to two weeks' worth of billboard signage throughout Atlanta—the host city of the upcoming Super Bowl. All eight of his billboards will be up through the big game.

"SAINTS GOT ROBBED," one billboard exclaims.

"NFL BLEAUX IT!" reads another.


Bowers told NOLA.com that he hopes league commissioner Roger Goodell will see them.

Though he declined to say how much he paid for the billboards, he did say that they were "worth every penny."

"I did what anybody from New Orleans would do if they were able," Bowers said in an interview with his local news station, WWL-TV. "I'm just angry."