NFL Fines Bears' Urlacher $100,000 for Wearing Unauthorized Cap

Bloomberg reports:

Chicago Bears linebacker Brian Urlacher received a record $100,000 fine from the National Football League for wearing an unauthorized sponsor's hat during a pre-Super Bowl media event.

Urlacher wore a cap bearing the name of Vitaminwater, a beverage made by Whitestone, New York-based Glaceau that does not have a sponsorship agreement with the NFL, said Brian McCarthy, a league spokesman. Players must wear apparel authorized by the NFL at league events, he said.

Gatorade, a product of PepsiCo Inc., is the NFL's drink sponsor.

Uniform violations typically bring a $10,000 fine, which escalates to $100,000 at the Super Bowl to ward off opportunistic marketers. Urlacher's fine is the largest issued under the league's uniform policy.

Some people take contracts seriously.