He spelled it: C – O – U – A – G – R - S. It's the second time I've heard him do that in the last few years.
I don't want to bag on the guy, but all he has to do is spell the word "cougar" six times a year. How hard can that be? In fact, we spell it in the school song every time we score a touchdown, so it should be well practiced by now.
Perhaps someone should write it out for him and post it on the glass window of his booth or put it on the field.