The NFL has been dishing out fines left, right, and center over the last few days, specifically for beer-related touchdown celebrations. It started with 49ers fullback Kyle Juszczyk, who was hit with a $14,926 fine for pretending to chug a beer after scoring. Juszczyk's nickname is "Juice," and he's said he doesn't even drink beer.
The league nonetheless called it an "offensive demonstration" that could be seen as "poor taste." Then Cowboys tight end Jake Ferguson got the same treatment: a $13,611 fine for imitating shotgunning a beer after his touchdown. Colts right guard Matt Goncalves was also fined $8,847 for a similar gesture. With the NFL's deep ties to multiple beer brands, its approach to disciplining these players has come under fire.
On Friday, Bud Light took the latest jab, announcing it had opened a "Celly Jar" and was giving fans $37,384: the exact total the NFL fined Juszczyk, Goncalves, and Ferguson for their beer-themed celebrations. More news: Matt LaFleur’s Future in Green Bay in Serious Doubt After Falcons Loss Anheuser-Busch first sponsored the NFL from 1988 to 2001, sharing the deal with Miller for part of that stretch. Bud Light then won back the "official beer sponsor" title in 2011 with a multi-year deal worth over $1 billion.
Anheuser-Busch has since extended and expanded its partnership many times, and Bud Light remains one of the league's biggest sponsors. Given everything Bud Light has spent backing the league over the years, they're choosing to have some fun with the irony instead of ignoring it: the NFL's own beer sponsor watching players get fined for beer-themed celebrations. More news: Texans QB CJ Stroud Dealt Big Blow Days Before Facing Colts More news: Saquon Barkley Update Drops Ahead of Primetime Matchup vs Bears It's a smart marketing play.
Instead of going quiet, Bud Light turned an awkward moment into free attention and goodwill, tying real money to the controversy and playing up its identity as the fun, relatable brand fans already love.
Extract — continue reading at the source.
