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Charcoal company Kingsford is taking aim at the NCAA with their latest bag branding.  

By Extra Mustard
February 26, 2015

Charcoal company Kingsford is taking aim at the NCAA with their latest bag branding.

The company is using the image of Ed O'Bannon ​— the former UCLA forward whose image and likeness lawsuit led to the O'Bannon v. NCAA case that saw a judge rule against the collegiate organization last summer — and paying him for it.

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The bag's design contains the hashtag #PayEd and throws shade with the message "Lights 25 percent faster. Doesn't burn athletes."

Kingsford even released a statement that is equally fun:

"Kingsford Charcoal has become one of the many companies to use the likeness of a former amateur basketball player for marketing purposes during that mad, mad month of March. Kingsford is just adding a surprising twist: the charcoal brand is actually going to pay that player — Ed O'Bannon — for placing him on the front of a limited bag of charcoal."

Nicely done.

- Molly Geary

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