Brian Urlacher, who wore a Vitaminwater hat to a Super Bowl XLI media event, ended up being hit with a $100k fine as Glaceau is not an official NFL sponsor. In any event, Glaceau offered to pay the fine and Urlacher declined. So instead, Glaceau donated the funds to the United Way…Certainly a more noble use of $100k anyway.
http://www.bloomberg.com/apps/news?pid=20601079&sid=ah_3cfHA5LBA&refer=home