Brian Urlacher was fined $100,000 for wearing a hat bearing the logo of Vitaminwater, a competitor of Gatorade, at the media day for the Super Bowl. He apparently even drank the stuff. It is a violation of NFL rules to promote some product other than those of the NFL's official sponsors. Regular season transgressions cost $10,000, and being a scofflaw at the Pro Bowl would result in a $50,000 fine.
I would wonder if Vitaminwater paid the fine for Urlacher or if he loves the product so much he was willing to put up $100,000 to express that preference. And to top it all off, the Gatorade drinking Colts ran roughshod over the Bears defense.