NFL Fines 49ers Fullback Kyle Juszczyk $14,926 Over Juice Celebration He Says Wasn’t Beer
SANTA CLARA, Calif. — Kyle Juszczyk found himself at the center of a celebration-rule controversy after the NFL fined the San Francisco 49ers fullback $14,926 for what the league described as an “imitation of chugging a beer” during the third quarter of the Niners’ win over the Miami Dolphins. With just under eight minutes left in the period, Juszczyk’s on-field routine triggered a violation of Rule 12, Section 3, Article 1, which governs offensive demonstrations.
Juszczyk Pushes Back, Says Celebration Was Juice — Not Beer
The fullback immediately disputed the fine on social media and held a brief three-minute media session at his locker after practice on Thursday. Before speaking with reporters, Juszczyk placed a jug labeled in large letters “Not Beer” on his locker alongside a thigh pad emblazoned with a juice box, using the items as a visual backdrop for his comments.
“I don’t know how else to say it. I wasn’t drinking beer in my celebration. 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. I was as surprised as anybody when I got a fine.”
Juszczyk emphasized that his nickname — “Juice” — has been part of his identity for years, and that the celebration in question was a juice-themed routine, not an alcohol-related one. The stadium crowd’s chants of “Juice” whenever he catches the ball underscore how embedded the moniker has become in 49ers culture.
Doubleheader Appeal Hearing Scheduled for Tuesday
Juszczyk has appealed the latest fine in conjunction with a previous $20,033 penalty from Week 1 for unnecessary roughness and leading with his helmet against the Los Angeles Rams. He told reporters that both hearings will take place on Tuesday in what he called a “doubleheader.”
Niners head coach Kyle Shanahan informed Juszczyk of the fine during practice on Wednesday afternoon. At the time, the fullback admitted he initially thought it might have been a prank.
“I thought maybe he was just messing with me, but it’s real. My hearing is on Tuesday and hopefully something changes.”
Juszczyk said Shanahan and teammates — including tight end George Kittle — have had plenty of fun at his expense over the situation. Juszczyk noted he rarely drinks beer, estimating “like five times a year in the offseason,” and usually only when Kittle peer-pressures him.
Kittle joked Wednesday that the team had voted to stop calling Juszczyk “Juice.”
“Juice’s new nickname is ‘Beer’ now. That’s his new thing. As a team, we voted on that today.”
Other Players Face Similar Fines Across the League
Juszczyk is not the only player navigating the NFL’s evolving celebration enforcement this season. Indianapolis Colts guard Matt Goncalves was fined $8,847 for an imitation of chugging a beer on Sunday night against the Kansas City Chiefs. After tight end Tyler Warren scored a touchdown in the first quarter, he handed the football to Goncalves, who pretended to pop off its top in celebration.
Meanwhile, Cincinnati Bengals wide receivers Ja’Marr Chase and Tee Higgins have drawn scrutiny for a celebration they debuted this season: resting the left hand beneath a bent right arm, which slowly unfurls into a first-down motion. Chase said the move was a homage to “The People’s Elbow,” popularized by WWE wrestler Dwayne “The Rock” Johnson, and that he and Higgins planned it ahead of the season.
Chase took issue with how the public and the league perceived the routine, saying:
“I can’t say what something we made up and then everybody else saying what it is. Everybody is going to have their opinion of what it looks like and what it is.”
Chase, a two-time All-Pro selection, said he “would love” to appeal his fine and advocated for the league’s superstars to work with the NFLPA to fight for celebrations to be rescinded or not enforced.
NFL’s Stance: Sportsmanship Standards and Escalating Penalties
In its fine notice, the league stated that “players are expected to conduct themselves in a manner that reflects positively on the game and is consistent with NFL standards of sportsmanship.” The notice also warned that further offenses will result in an escalation of disciplinary action, up to and including suspension.
The enforcement pattern — spanning multiple teams and celebrations — suggests the league is maintaining a consistent, if controversial, posture on on-field conduct. For players like Juszczyk, Chase, and Goncalves, the fines raise questions about where the line falls between creative self-expression and rule violations.
What’s Next
With the Tuesday appeal hearings approaching, all eyes will be on whether the league reconsiders any of the penalties. Juszczyk’s case carries a particular wrinkle given his long-standing juice-themed routine and the fact that the celebration predates the current enforcement wave. If the fines stand, the NFLPA could face renewed pressure to negotiate clearer celebration guidelines with the league office.
ESPN’s Ben Baby contributed to this report.
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