Kingsford Charcoal takes aim at NCAA by using Ed O'Bannon's image

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