NFL fines 49ers fullback Kyle Juszczyk for beer chugging celebration

The National Football League has fined San Francisco 49ers fullback Kyle Juszczyk $14,926 for a touchdown celebration that the league described as an imitation of chugging a beer. The disciplinary action highlights a tension between the league's enforcement of conduct standards and its extensive commercial partnerships with the alcohol industry.

Juszczyk received a letter from the NFL this week stating that he violated Rule 12, Section 3, Article 1 by performing a "universal symbol of taking a drink" after scoring a touchdown against the Miami Dolphins. The play occurred at the 5:46 mark of the third quarter. The league's correspondence characterized the act as an "offensive demonstration" that "could reasonably be construed as being in poor taste," noting that players are expected to conduct themselves in a manner consistent with NFL standards of sportsmanship.

The fine letter warned that further offenses would result in escalated disciplinary measures, up to and including suspension. According to a source, Juszczyk is currently appealing the fine. The irony of the penalty is underscored by the immediate context of the broadcast; shortly after Juszczyk's celebration, the television feed cut to a commercial for Michelob Ultra beer.

The NFL maintains significant financial ties to the beverage sector it is now regulating. Anheuser-Busch and its brand Bud Light serve as the official beer and hard seltzer sponsors of the league under an agreement running through the 2026-27 season. This deal includes promotional agreements with more than two dozen current NFL players, with their images utilized across national content and campaigns. Additionally, the league holds an official juice agreement with PepsiCo for Tropicana.

Juszczyk, whose nickname is "Juice," has clarified his intent regarding the celebration. He told ESPN, "I don't even drink beer," and posted on social media, "Can't make this stuff up." The source suggests that the league may have assumed the gesture referred to beer specifically, given its own sponsorship structure, rather than recognizing it as a reference to his nickname or a generic drinking motion.