Travis Kelce (Getty Images)
Garage Beer, the light beer company backed by Kelce and his brother Jason, reacted after Indianapolis Colts guard Matt Goncalves was fined $8,847 for mimicking a beer chug during a touchdown celebration. His post included the NFL’s description of the incident: “More: Colts guard Matt Goncalves also was fined $8,847 for engaging Sunday night in what the NFL called an offensive demonstration. Because it matched the company’s casual identity while connecting a football celebration, an NFL rule and one of the league’s most recognisable players, the response quickly caught attention.
Adam Schefter reported the fine on social media, explaining the league’s reasoning. Travis Kelce’s business ventures have once again found an unexpected way into the NFL conversation. Rather than ignore the moment, the brand turned the penalty into a playful marketing opportunity, offering to cover the entire fine. The guard mimicked opening the top, took an imaginary drink and then spiked the ball. The NFL viewed the gesture differently and classified it as an “offensive demonstration. ‘Your imitation of chugging a beer constituted an offensive demonstration…in poor taste. After Tyler Warren scored, he gave the football to Goncalves, who pretended to pop off its top and celebrate.”
San Francisco 49ers fullback Kyle Juszczyk reportedly received a $14,926 penalty after mimicking a beer-drinking celebration following a touchdown against Miami. Goncalves was not the only NFL player fined for a similar celebration. He has reportedly appealed the decision.