Nothing beats kicking off your shoes after a long day of work as you slide into your couch and turn on an NFL game. Well, one thing does: a cold can of Bud Light with your team’s colors all over it – you know, the official NFL sponsor. Too bad for the players that even their signature touchdown pantomimes, intentionally representing that action or not, stand in stark contrast. 

This week, the NFL announced a fine for the San Francisco 49ers’ fullback Kyle Juszczyk for his longtime juice-chugging celebration. Following him were Indianapolis Colts guard Matt Goncalves and Dallas Cowboys tight end Jake Ferguson, who got fined for similar reasons. As their collective fine reached around $40,000, just like another brand, Bud Light found a business idea it didn’t mind whispering in the NFL’s metaphorical ear.

“$37,384 in the jar … how many beers will that buy for everybody this weekend?” Bud Light posted from its official X account.

That highly accurate number is not just a shot in the dark but the total fines combined from the three players. Juszczyk received the largest penalty at $14,926, Goncalves was fined $8,847, and Ferguson received a $13,611 fine. And rather than ignoring the situation, Bud Light leaned into it further. But it won’t be the first one to do so, actually.

Bud Light follows in the footsteps of another brewing company that Jason Kelce gave a spotlight to

When Juice’s fine was announced yesterday by Adam Schefter, Garage Beer commented on his post to get in touch with the FB.

“Can someone put us in touch we have $15K,” they wrote.

Interestingly, the Philadelphia Eagles legend Jason Kelce noticed that comment and had his own suggestion for them:

“We will absolutely not stand for this injustice, we’d be happy to make this Beer is on us @JuiceCheck44,” Kelce responded to ‘Garage Beer.’

Meanwhile, Juice had a lot more to say about the penalty while appealing it.

“And I don’t even drink beer!” he had texted Schefter.

He even set up his own props for a media session, including a jug labeled “Not Beer” and a thigh pad decorated with a hand-drawn juice box. But he had more to say.

How Kyle Juszczyk and others stepped into this pothole

The celebration has become the league’s sudden enforcement focus recently. According to NBC Sports’ Pro Football Talk, Ferguson was fined $13,611 for appearing to shotgun a beer after scoring against the Washington Commanders in Week 2. The NFL characterized the celebration as an imitation of shotgunning a beer and said it could reasonably be considered an “offensive demonstration” and in “poor taste.”

Juszczyk’s situation is slightly different because the 49ers fullback has long associated the celebration with his nickname, “Juice.” After catching a touchdown against the Miami Dolphins, he again mimicked drinking from a container, but the NFL interpreted the gesture as chugging a beer. Juszczyk immediately disputed that reading and said he has performed the celebration for years without disciplinary issues.

“I don’t know how else to say it. I wasn’t drinking beer in my celebration,” Juszczyk said. “I think you guys all know my nickname is Juice. I have Juice on my pads. The stadium yells ‘Juice’ when I catch the ball. When I celebrate, I celebrate by drinking juice, and it’s been that way for years.”

The Colts’ Goncalves was penalized $8,847 for a different version of the same idea. After tight end Tyler Warren scored against the Kansas City Chiefs, Warren handed the ball to Goncalves, who mimed popping the top off a can and drinking from it. The NFL classified the celebration as simulating the consumption of beer and issued the fine.

The Bud Light response becomes more notable because the company is directly tied to the NFL.

The NFL’s Beer Sponsorship Creates an Awkward Contrast

Bud Light officially identifies itself as the NFL’s Official Beer Sponsor. We’ve all celebrated our teams with their Bud Light cans. Anheuser-Busch InBev, Bud Light’s parent company, was reported to be paying about $250 million annually for Bud Light’s NFL rights under its earlier deal. Their current NFL campaign says the brand has held that position for more than two decades. Its 2026 campaign also continues to put Bud Light into the league’s game-day culture.

The timing only made the situation more noticeable.

Dallas Morning News reporter Calvin Watkins pointed out that the Cowboys’ own press conference backdrop in Rio de Janeiro, ahead of their Week 3 matchup against the Baltimore Ravens, was covered with Miller Lite logos. That was happening while Ferguson’s fine over his beer-themed celebration was being discussed.

Fans and media members were quick to point out the contradiction elsewhere too. WFAA reporter Mike Leslie summed up the absurdity plainly.

“So the NFL thinks Jake Ferguson and Kyle Juszczyk pretending to drink beer is ‘offensive’ and in ‘poor taste’… but 45 seconds after this touchdown celebration, they’ll cut to a commercial for Miller Lite,” Mike said.

Meanwhile, Bengals receivers Ja’Marr Chase and Tee Higgins are facing separate fines for their “People’s Elbow” celebration (collectively fined $89,556), adding to the growing criticism around the league’s treatment of player celebrations.

With Bud Light publicly joking about the fines and the players challenging the penalties, the debate over how the NFL handles beverage-themed celebrations is unlikely to disappear anytime soon.