The New England Patriots, Denver Broncos, Carolina Panthers, and Arizona Cardinals won't have to worry about their pockets getting lighter as a result of excessive celebration this weekend.
Butterfinger has offered to cover up to $50,000 of any excessive celebration fines NFL players incur during Sunday's conference championship games and Super Bowl 50.
Brand manager Kristin Mandel told Will Heilpern of Business Insider that Butterfinger didn't consult the NFL on the promotion - which the league characterized as an "ambush marketing attempt" - and she isn't worried about the league's response.
"A pretty hefty fine can be applied to players who are deemed to be 'excessively celebrating,'" Mandel said. "We don't think it's foul play, we think it is celebration. We want to bring these celebrations back to the game."
Butterfinger announced the promotion in a YouTube video starring former NFL wide receiver Terrell Owens and comedian Billy Eichner as part of its "Bolder Than Bold" Super Bowl campaign.