It's fashionable to bash the West Virginia coal industry these days.

Maybe it's a controversial Nike advertisement involving a coal-themed West Virginia University football uniform that raised the ire of environmentalists.

Maybe it's President Barack Obama and the federal Mine Safety and Health Administration, who appear to be gunning for Massey Energy.

Or maybe it's the anti-mountain top removal activists, who chain themselves to trees, mining equipment or whatever else is handy.

Take your pick ... and shovel.

But as the criticism of the coal industry continues a mere five days before Marshall hosts WVU at 7 p.m. Friday in the annual "Friends of Coal Bowl" game at Edwards Stadium, one important fact needs to be revealed:

The West Virginia Coal Association does a lot for both Marshall and WVU athletics.

How much is a lot?

Well, financially speaking, it involves a commitment of $250,000 per year.

Surprised?

Join the club.

"By the time you add the ISP (agreement) and all the contracts that we do with the Mountaineer Sports Network," said Bill Rainey, President of the West Virginia Coal Association, "it comes out to about a quarter of a million dollars."

That is sizeable sponsorship.

"Well, it is," agreed Rainey. "The actual sponsorship amounts to about $155,000 each year. What we do is split that right down the middle. Half goes to each institution. And, then, Marshall and WVU provide scholarships with that.

"Then, all the other, all the trappings that are hung on that then ... all our advertising for football and basketball is included in the $250,000.

"Then, there's the 'Paint The Capital Green,' the scholarship dinner for WVU ... there's a lot of infrastructure that goes into that."

So, whether you are friend or foe of the West Virginia coal industry, one issue can't be debated. The "Friends of Coal" organization is indeed a significant benefactor of both Marshall and WVU.

"Yes, we are," said Rainey. "And it's great. Lord, we just love every minute of it."

Keep that in mind on Friday.

BCS BOWL OR BUST: That appears to be the mindset of Conference USA and Mountain West leaders.

Talks that began a few weeks ago between the two non-BCS leagues have escalated into "taking the conversation to the next level," according to a report in the San Diego Union-Tribune.

The newspaper obtained a memo from Mountain West commissioner Craig Thompson asking the chief executives of Boise State, Air Force and TCU to form a subcommittee to meet with three counter-parts from Conference USA.

The tentative C-USA representatives are expected to be athletic officials from UCF, SMU and Tulane. And the first meeting is supposed to take place in September or October.

When C-USA commissioner Britton Banowsky and Thompson met in Colorado Springs, Colo., they discussed BCS access, marketing rights and a potential post-season game between the champions of both leagues.

The winner of the C-USA vs. Mountain West game would receive an automatic berth in a lucrative BCS bowl game. However, there is no discussion about an actual merger of the two leagues.

This arrangement would put an end to the annual C-USA championship game, pitting the winner of the East Division against the West champion. Instead, the standings would determine the C-USA champion.

Although that isn't the most desirable situation, the two leagues have to do whatever it takes to obtain an automatic BCS bowl berth.

That is the Holy Grail for non-BCS leagues.

Chuck Landon is a sports columnist for The Herald-Dispatch. Call him at 304-526-2827. E-mail him at clandon@herald-dispatch.com.

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