The NFL fined San Francisco 49ers fullback Kyle Juszczyk $14,926 for a touchdown celebration the league claims mimicked chugging beer — and Bud Light had something to say about it.
The controversy erupted after Juszczyk scored against the Miami Dolphins on Sunday. He tilted his head back and raised his hand to his mouth in what the NFL interpreted as a beer-chugging gesture. The league called it “an offensive demonstration” and hit him with a five-figure fine. San Francisco won the game 35-13.
The penalty is the latest example of the NFL’s strict oversight of player celebrations, an area where the league has long struggled to balance entertainment value with maintaining what it considers appropriate on-field conduct. While the NFL relaxed some celebration rules in recent years — allowing group celebrations and choreographed routines that were once banned — the league maintains prohibitions on what it deems violent, sexually suggestive, or otherwise objectionable gestures.
“Your imitation of chugging a beer constituted an offensive demonstration and could reasonably be construed as being in poor taste.”
Juszczyk says the NFL got it completely wrong.
His nickname is “Juice,” and he insists the celebration shows him drinking juice — not beer. He’s used the same gesture for years, including in a 2021 clip he shared after learning of the fine. This was the first time the league penalized him for it.
The nickname has been part of Juszczyk’s identity throughout his career, a natural play on his last name that teammates, fans, and broadcasters have embraced. The fullback has leaned into the branding, making it a signature part of his public persona both on and off the field.
“I wasn’t drinking beer in my celebration,” Juszczyk told reporters Thursday. He pointed to the juice box graphic on his thigh pad and noted that fans yell “Juice” when he catches the ball. For the interview at his locker, he placed a jug labeled “Not Beer” in plain view.
The visual props underscored Juszczyk’s frustration with what he views as a misinterpretation of a harmless personal tradition. His decision to hold the Thursday media session with the prominently displayed jug suggested he was prepared to make his case publicly, using humor to highlight what he sees as an absurd situation.
Teammate George Kittle backed him up on X, writing, “Can confirm he doesn’t really drink beer but is a good guy.”
Bud Light’s response kept the joke alive without taking a stance on whether the fine was justified.
The beer brand’s playful engagement reflected the evolving relationship between corporate sponsors and viral sports moments. By inserting itself into the conversation with a lighthearted quip about Kittle rather than Juszczyk, Bud Light managed to capitalize on the attention without directly challenging the league that pays it millions in sponsorship fees.
Fans weren’t having it. Critics called out the NFL for fining Juszczyk over a supposed beer gesture while simultaneously cashing checks from an official beer sponsor. The league’s partnership with Bud Light — and other alcohol brands — makes the $14,926 penalty look like selective enforcement at best.
The apparent contradiction has become a focal point of criticism. Beer commercials air throughout NFL broadcasts, stadium concourses are lined with alcohol vendors, and brewery logos appear on scoreboards and in promotional materials. To many observers, penalizing a player for what may or may not be a drinking gesture while profiting handsomely from alcohol advertising represents the kind of inconsistency that erodes the league’s credibility on conduct issues.
This tension isn’t new to professional sports, where leagues regularly navigate the competing interests of maintaining family-friendly images while accepting revenue from industries like gambling, alcohol, and other adult-oriented sponsors. The NFL’s gambling partnerships have drawn similar scrutiny as the league punishes players for betting violations while promoting sportsbooks.
Juszczyk has used the “juice” celebration for years without incident. The sudden fine raises questions about what changed — and whether the NFL is picking battles where none exist.
The timing of the enforcement is particularly puzzling given the celebration’s history. If the gesture was problematic, why did it take years for the league to act? The inconsistency suggests either a change in how the NFL evaluates such celebrations or an arbitrary application of existing rules — neither of which inspires confidence in the disciplinary process. Whether the league will reconsider the fine or offer clarification on its enforcement standards remains to be seen.
NFL fined 49ers fullback Kyle Juszczyk $14,926 for engaging in an offensive demonstration Sunday vs. Miami. “Your imitation of chugging a beer constituted an offensive demonstration and could reasonably be construed as being in poor taste,” the NFL wrote in its fine letter.… pic.twitter.com/0ERUN30MN8
— Adam Schefter (@AdamSchefter) September 24, 2026
Can confirm Kittle DOES drink beer (and is also a good guy) https://t.co/DY1GrXEbfV
— Bud Light (@budlight) September 24, 2026
