NFL beer sponsor responds to player celebration fines with a ‘celly jar’

(NEXSTAR) -- The NFL is no stranger to imposing huge fines for excessive celebrations, much to the ire of football players and fans.

But now, Bud Light, the official beer sponsor of the league is using the gaudy fine numbers to give back to fans via a "celly jar" containing $37,384.

That specific number is based off three players, San Francisco 49ers fullback Kyle Juszczyk, Dallas Cowboys tight end Jake Ferguson, and Indianapolis Colts guard Matt Goncalves, who were fined a total of $37,384 for simulating drinking beer while celebrating.

• Juszczyk - $14,926
• Ferguson - $13,611
• Goncalves - $8,847

According to ESPN's Adam Schefter, the NFL deemed the celebrations to be in "poor taste."

Those looking to take advantage of the celly jar can do so via a rebate of $10 on a single purchase of a 12-pack or larger of Bud Light.

The Celebrations

Juszczyk, whose nickname is "Juice," scored a touchdown against the Miami Dolphins and celebrated by simulating drinking a beverage.

“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. So I was surprised as anybody when I got a fine this week.”

Juszczyk said he initially thought his head coach Kyle Shanahan was joking when he told him about the fine and hopes it gets removed after his appeal next week.

Goncalves also plans to appeal his fine. The Colts offensive lineman joined tight end Tyler Warren to celebrate his touchdown against the Kansas City Chiefs. Warren handed Goncalves the football and the lineman proceeded to use the ball as a prop to simulate drinking a beverage, followed by spiking it on the ground.

Both Goncalves and his head coach Shane Steichen defended the action saying it was not beer, but instead an "ice cold Coca-Cola."

Joining in on the appeals, Ferguson found the endzone for the Cowboys against the Washington Commanders and celebrated by "shot-gunning" the football as if it were a can.

For a long time, the NFL has teetered between cracking down on excessive celebrations, while also allowing players to express themselves when making plays.

Ahead of the 2026 season, the league announced a "celly" campaign called "The Season is Your Stage," with ads featuring top players like Cincinnati's Dexter Lawrence, Atlanta's Bijan Robinson, and Indianapolis' Cam Bynum, who is also known as the "Celly King."

However, fans have used "No Fun League," using the league's initials to express their disagreement with in-game penalties that typically lead to the fines.

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