A USC football star gave up the Heisman trophy after controversy. His fellow alum is still mad about it

The bright yellow billboards loom over Los Angeles's major freeways. The message, in capitalized red and black lettering, is clear: "Hey NCAA ... give Reggie Bush back his Heisman!"

Brian Kennedy, the owner of Regency Outdoor Advertising and a University of Southern California (USC) alumnus, plastered dozens of signs declaring his demand across the city months ago, in an effort to right a wrong he sees in college football history.

Former National Football League and USC running back Reggie Bush, who won the coveted Heisman Memorial Trophy in 2005, later gave up the award when the NCAA found he and his family accepted cash and gifts from marketing agents. Every year, the trophy is awarded to the sport's most outstanding player at the college level. 

At the time of Bush's win, the NCAA didn't allow players to profit off of their name, image or likeness. His Heisman was never reinstated, despite a change to the NCAA's likeness-profiting rules in 2021.

Kennedy says he's received about 150 phone calls since putting up the billboards a few months ago, most of which were supportive.

"It created quite a stir," he told As It Happens guest host Peter Armstrong.

Kennedy says Bush himself called and to offer his thanks over the phone and got quite emotional.

"I've seen all of [the billboards]," said Bush in an interview with USCFootball.com. 

"I didn't create the situation, the NCAA created the situation. The fact that billboards have to get put up … that's on them," said.

A year after Bush won the Heisman, reports that he and his family accepted gifts and the payment of travel expenses surfaced. His parents were also given a house to live in rent-free, and money to furnish it, according to media reports.

An investigation by the