Chicago Bears linebacker Brian Urlacher was fined $100,000 by the NFL
for wearing a cap during Super Bowl media day that promoted a sponsor
not authorized by the league.

NFL rules prohibit gear that advertises any product but a designated
sponsor, league spokesman Brian McCarthy said.

Urlacher was fined for drinking vitaminwater and wearing a vitaminwater
hat during the media session in Miami leading to the title game.
Gatorade is the NFL's official drink.

McCarthy said this is the first time such a fine has been levied. He
added that $100,000 is the standard fine for such a violation at the
Super Bowl. A violation during the regular season is $10,000. It is
$50,000 at the Pro Bowl.

The fine recalls an episode involving Chicago quarterback Jim McMahon in
the playoffs following the 1985 season, the previous time the Bears made
the Super Bowl.

McMahon wore a headband that said "adidas" in a playoff game against the
New York Giants, and then-commissioner Pete Rozelle fined him $5,000
because the shoe company was not an NFL sponsor. The following week, in
the NFC title game against the Los Angeles Rams, McMahon wore a headband
that read "rozelle."

That sucks,I didn't miss anything I thought.

thats got to be the dumbest thing i ever heard. he should fine them back
for bein a bunch of dumbazzes

Actually I think that though it IS a ticky-tacky deal, the league did
the right thing. The NFL has to protect it's branding, that is they
have to protect the products that are paying for their right to be "the
official _____ of the NFL"; otherwise it makes no sense for anyone to
pay the NFL for anything. And if anyone believes that Vitaminwater is
unhappy about this (or Urlacher for that matter- remember the only bad
publicity is if they misspell your name) you're wrong and Vitaminwater
will happily pay the fine for him.

he was probably paid double the fine for drinking the water by vit
whoever...either way they make so much they could care less

Its all about money.