Kyle Juszczyk’s signature chugging celebration has become a familiar sight for San Francisco 49ers fans.
Whenever Juszczyk touches the ball at Levi’s Stadium, the crowd often erupts with “Juiiiicceee” chants. After the NFL fined him $14,926 for the longtime celebration, the veteran fullback responded — and brought evidence to support his case.
Juszczyk turned to Instagram to show that he has performed the celebration for years. In the gesture, he pretends to drink juice rather than beer, a nod to his nickname.
In an Instagram Story, Juszczyk highlighted a post from Sept. 2, 2021, featuring him in the same stance and pose that resulted in his fine during Sunday’s game against the Dolphins.
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Juszczyk’s message was unmistakable.
The 35-year-old made clear that the celebration has been part of his routine for much of his 15-season NFL career. Sunday’s penalty, however, was the first time he had been fined for it.
“Your imitation of chugging a beer constituted an offensive demonstration and could reasonably be construed as being in poor taste,” the NFL wrote in its fine letter.
The decision carries an added irony, given the NFL’s commercial ties to major beer brands, including Bud Light, the league’s official sponsor.