What’s in a name? When it comes to Decoldest Crawford — with apologies to Shakespeare — a top-flight college football player by any other name would not be as cool.
Crawford, a freshman wide receiver for the University of Nebraska Cornhuskers, is the hottest name in HVAC since signing a marketing deal last month with SOS Heating & Cooling, a 72-year-old residential and commercial contractor in Omaha, about an hour from the Big 10 school’s main campus in Lincoln.