Anatomy Of A Fine

Wearing the wrong hat to a Super Bowl function cost Bears linebacker Brian Uhrlacher $100,000

The Rule

The NFL prohibits on-field personnel from wearing logo apparel from nonleague sponsors in official settings, such as Super Bowl--related activities. Urlacher says he didn't wear his Vitaminwater hat on purpose. "I didn't even think about it," he says. "I grab a hat every morning. My hair is sweet, but I like to cover it up for some reason." Violating the policy during the regular season carries a $10,000 fine; at the Pro Bowl it's $50,000 and at the Super Bowl, $100,000.

The Violation

Urlacher's cap advertised Vitaminwater, an "enhanced water" beverage that is a competitor of Gatorade (left), the NFL's official sports drink. The league has a strong incentive to keep its sponsors happy: One owner told SI that the Gatorade deal is worth $44 million per year. "That's a big enough deal that it's worth protecting our investment," the owner says.

The Precedent

In 1985 then commish Pete Rozelle docked Bears QB Jim McMahon $5,000 for an unauthorized Adidas headband. The next week his headband read ROZELLE (above).

The Payment

Vitaminwater offered to pay the fine, which was imposed in March but announced last week. Says Urlacher, "I told them no. I wore the hat. I knew the rules. Instead, they're going to donate $100,000 to the United Way in my name. So that's pretty cool." Says Vitmainwater president Mike Repole, "We chose the United Way because it's an NFL charity. We like the NFL."

The Payoff