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Carson King, 24, was at the hotly-anticipated college football game between Iowa and Iowa State holding up a sign that read 'Busch Lite [an American beer] Supply Needs Replenished, Venmo [money transference app] Venmo'.
The joke was then broadcast on US sports broadcaster ESPN, and what started as a p***-take ended up raising a whole heap of cash from all around the United States of America.
Venmo is an app that allows anyone to transfer money into the account of another user using only a username and a smartphone app.
Once King realised that he was in the money, he endeared himself to everyone further by agreeing to buy himself a case of beer, then donate the rest of the money to a children's hospital.
What a guy.
With all the donations my @CollegeGameDay sign for @BuschBeer has received, I will be donating all but enough for a case of Busch Light to @uiowa Children's Hospital. We're at over $1,600.00 right now! @CycloneATH @WideRtNattyLt @ChrisMWilliams Venmo Carson-King-25
- Carson King (@CarsonKing2) September 14, 2019
Speaking on her Facebook account, Carson's mum Dana wrote: "All he wanted to do was see if anyone watching College Game Day would send him a few dollars after reading his sign...just for fun.
"Once he hit between $300-400 he was beyond excited!
"But when the money continued accumulating, and being the young man he is, he made a decision to donate anything above the cost of a case of beer to (the children's hospital)."
It doesn't end there, either.
News of Carson's kindness reached Venmo and Busch Beer, and - being the good sports that they are - they said that each company would match Carson's donation.
That means that over the course of the whole thing, around $200,000 (£157,000) was raised for sick children.
We see a lot of great stories, but this is one of our favs @CarsonKing2. Count us in for matching the donation to the hospital, too. #ftk:yellow_heart:@BuschBeer @CollegeGameDay https://t.co/thS8JXOXC3
- Venmo (@venmo) September 17, 2019
The children's hospital in question is Stead Family Children's Hospital, which is next to Iowa's Hawkeye's Kinnick Stadium.
During every home game that Iowa play, the fans perform the 'Iowa Wave' and wave to the children who can see the game from their windows overlooking the pitch.
If you want a piece of the action, King has also said that he will keep the account open until the end of September. That means that his total - and the totals of the other two companies - could grow even more.
King told Fox61: "My mom joked 'this is going to be a proud mom moment, my son begging for beer money on national television'.
"It's been overwhelming and touching."
Tom Moore, a representative from the University of Iowa Healthcare, said that the money would go to paying for the children's accommodation and helping families of sick kids travel to visit them.
He said: "We're very grateful to Mr King."
As well they should be.
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