In a video released Thursday morning, Butterfinger announced it is offering to cover up to $50,000 in fines for NFL players who excessively celebrate in the final three games of the postseason.
We hit the streets with @BillyEichner and @TerrellOwens to make New Yorkers show us their #BolderThanBold moves! https://t.co/uAFxjRuJdp
— Butterfinger (@Butterfinger) January 21, 2016MORE: Best touchdown celebrations of 2015
Comedian Billy Eichner and former NFL receiver Terrell Owens made the announcement. Owens knows a thing or two about excessive celebration, so he was the perfect choice for the job.
This all sounds fun and good, but shortly after Butterfinger made the announcement, people started questioning the legality of it. Fox Sports pointed to a case in 2009 where Captain Morgan tried to pay players for doing its famous pose.
The NFL said that wasn't allowed, and the same goes for Butterfinger.
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"Fines [for] rules violations must be paid by player," tweeted NFL spokesman Greg Aiello. "Discipline escalates [with] aggravating factors [and] for repeat offenders."
But here's where things get tricky. ESPN's sports business reporter Darren Rovell points out a case in 2007 where Vitamin Water covered Brian Urlacher's $100,000 fine for wearing a hat sponsoring the company.
Essentially, as Rovell says, the player pays the fine and then the company pays the player. Is it legal? Maybe. Butterfinger should find out soon enough.
