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Urlacher Gets Fined $100,000 For Super Bowl Stunt

Wednesday, 18 Apr 2007 | 3:02 PM ET

Urlacher Gets Fined $100,000 For Super Bowl Stunt:

"I drink vitaminwater because it helps me play at my best," Urlacher said in a statement. "I find it ridiculous that the NFLwould fine me $100,000 for drinking vitaminwater just because I prefer it to Gatorade."
"I drink vitaminwater because it helps me play at my best," Urlacher said in a statement. "I find it ridiculous that the NFLwould fine me $100,000 for drinking vitaminwater just because I prefer it to Gatorade."

Earlier today, I was informed that Bears linebacker Brian Urlacher has been fined $100,000 for wearing a Vitaminwater hat at Super Bowl XLI Media Day on Jan. 30. Just now, NFL spokesman Brian McCarthy confirmed that fact. When we first saw Urlacher with the hat and a Vitaminwater by his side, we speculated if Urlacher would be fined for his act. While Urlacher has an endorsement deal with Vitaminwater, the Glaceau brand is not a league sponsor.

After reviewing video from that day from the NFL Network, we found that Urlacher was wearing the hat for a full three minutes. Bears spokesman Scott Hagel then came over to the linebacker and whispered something into Urlacher's ear. "OK, Scott," Urlacher said. "You guys having a fit?"

Urlacher violated Rule 5, Section 3, Article 7, which basically says that all logoed apparel worn during league events has to be approved by the league. First time fines of this nature are normally $10,000, but because of the exposure Urlacher gave to the brand at media day, he was charged ten times as much. Gatorade, which competes with Vitaminwater, pays the league more than $45 million a year in sponsorship fees. Part of the fine will go to the NFLPA Players Assistance Trust.

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