The NFL reverses its decision and rescinds Kyle Juszczyk’s fine

The NFL has finally reversed its decision in the Kyle Juszczyk case.

The San Francisco 49ers player was initially ordered to pay a $14,926 fine following a celebration that the league had interpreted as mimicking the act of drinking beer. After appealing the penalty, the fullback won his case.

The decision was based in part on Juszczyk's explanation: his gesture did not depict a person drinking beer, but rather referred to his nickname, “Juice,” and a juice box.

The NFL had penalized the player on September 23 for an alleged violation of Rule 12, Section 3, Article 1, which specifically addresses displays deemed offensive. According to the league, Juszczyk had twice mimicked a gesture resembling someone quickly downing a beer during the 49ers' victory over the Miami Dolphins in Week 2.

For Juszczyk, however, this interpretation had nothing to do with his intention. The player has been using this celebration for several years after certain key plays. He mimics drinking juice, a nod directly tied to his nickname.

As soon as the penalty was announced, the player publicly contested the decision. He even turned his locker into a full-scale protest: a large container labeled “Not Beer” was placed behind him, while his thigh pads displayed a juice box.

When Kyle Shanahan informed him of the penalty, Juszczyk initially thought his coach was joking.

The appeal hearing was then held a few days before the decision was announced. The player explained that the process resembled a real court hearing: the NFL presents the facts and the relevant rule, then the player can explain his actions. His agent and the NFL Players Association can then defend their position before the league renders its decision.

A case that turned into a business opportunity

During his appeal, Juszczyk reiterated the same arguments. He pointed out that his nickname “Juice” has been part of his career for a long time and that 49ers fans regularly use it when he makes a memorable play.

He also argued that even if his gesture had actually depicted drinking beer, the penalty would have seemed questionable given the prominent role beer brands play in the NFL's commercial landscape.

Ultimately, the league acknowledged that the celebration did indeed represent a juice box and rescinded the fine.

The story even took an unexpected commercial turn. Several brands contacted Juszczyk following the controversy. Notably, Ocean Spray entered into a partnership with the player and plans to distribute 14,926 bottles of juice—exactly the amount of the fine originally imposed.

Juszczyk is not the only player to have had a similar penalty rescinded. The NFL also rescinded a $13,611 fine imposed on Jake Ferguson of the Dallas Cowboys. The league accused him of mimicking the act of drinking beer, while the tight end maintained that he was simply reenacting a celebration with Gatorade that he had used on several previous occasions.

In the end, a penalty that seemed embarrassing for Juszczyk turned into a victory over the NFL and a particularly creative promotional campaign centered on the famous “Juice.”

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