The NFL fined San Francisco 49ers fullback Kyle Juszczyk $14,926 for celebrating a touchdown with a gesture the league interpreted as imitating someone drinking beer. The league classified it as an “offensive demonstration” under its conduct rules, while Juszczyk is appealing and says the gesture was not intended to represent beer drinking.

The incident has drawn attention because the NFL has official alcohol sponsorships, allows alcohol sales at games and promotes beer brands featuring current players. Juszczyk, whose nickname is “Juice”, said he does not drink beer; the fine followed a touchdown against Miami, after which a Michelob Ultra advert appeared during the broadcast. The league warned that further violations could lead to stronger punishment, including suspension.