The Memphis Redbirds held an ICEE chugging contest between a couple of young baseball fans, and the winner did not pace himself.

And paid the ultimate price.

It’s a brutal lesson we all learn at some point in our lives. Never suck down the entire ICEE in one steady stream. Just don’t do it. Unless, of course, you’re determined to win a contest, no matter the cost.

This poor guy got hit with an ICEE brain freeze he’ll never forget.

But he won.

Fair trade? That’s debatable.