On Super Bowl media day, Brian Urlacher of the Chicago Bears wore a black cap with a Vitamin Water logo on the front of it. Unfortunately for him, the hat cost him $100,000 in fines because it’s Gatorade, and not Vitamin Water, that is the NFL’s offical drink. League spokesman Brian McCarthy reported that:

…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.

Of course both Urlacher and Vitamin Water were probably very aware that such a fine existed and went forward with it anyways. I guess we could classify the fine as part of Vitamin Water’s marketing budget. Looks like a win-win situation for all parties: Vitamin Water, Brian Urlacher, the NFL, and even Gatorade for the free plug as “The NFL’s Official Drink.”

Since sports media and advertising continues to ring big business, don’t be surprised if Google gets into it as well by “pre-paying” Baron Davis to wear a Gmail hat after the Warriors win this year’s NBA Championship. Since the NFL’s official email is @nba.com and not @Gmail.com, Baron Davis would likely have to use part of that “pre-paid” money to pay the fine. Go Warriors!

(from ESPN)