Kingsford charcoal burns the NCAA with new Ed O’Bannon bags

Next time you grill out you might notice a little something different if you use Kingsford Charcoal: a special bag that takes aim at the NCAA and supports former UCLA star Ed O’Bannon.

Claiming their product “Doesn’t burn athletes,” Kingsford will give $1 for every tweet (up to $25,000) with the hashtag “#PayEd,” referring to the NCAA’s unwillingness to pay athletes for using their likeness, a case that went before courts and was won by O’Bannon.

Not only is Kingsford making the right move, it’s taking aim at other companies who pay the NCAA, not athletes, to use likenesses ahead of March Madness.

h/t Yahoo Sports