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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.
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