Butterfinger to cover excessive celebration fines in Super Bowl 50

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Butterfinger promises to pay up to $50,000 in excessive celebration fines

NEW YORK (CNNMoney) — Football players have all types of moves to celebrate scoring a touchdown — the touchdown spike, the worm, the championship belt, even salsa dancing.

But if the end zone fun goes too far, the refs can deem a celebration to be “excessive,” and slap players with steep fines. That’s where Butterfinger hopes to step in.

As part of its “Bolder than Bold” campaign, Butterfinger has promised to pay up to $50,000 in fines any player incurs during Super Bowl 50 for acting up in the end zone.

The offer, which the company hopes will tempt players to cut loose, was made last week and originally included any fines incurred during Sunday’s playoff games. But no one took Butterfinger up on its offer.

Perhaps that’s not entirely surprising since there’s more than money at stake. The offending players’ team is also hit with a 15-yard penalty, which would be costly during any regular season game, much less the Super Bowl.

For Super Bowl 50, on February 7, the Denver Broncos are set to face off against the Carolina Panthers. Both teams have been known to display some unique touchdown celebrations, but they’re usually not considered excessive.

The NFL’s definition of “excessive celebrations” includes prolonged routines and any victory dance where the player’s entire body is on the ground.

Celebrations aren’t supposed to be choreographed and players technically shouldn’t use the ball, goal posts, pylons or crossbars.

Players will definitely be in hot water if they keep celebrating even after a ref advises them to settle down.

The Butterfinger campaign is being promoted by former NFL wide receiver Terrell Owens and comedian Billy Eichner of “Billy on the Street.”

Owens is a perfect choice, since he was known for his outrageous touchdown celebrations that used props such as permanent markers and pom poms.

Eichner and Owens recently took to the streets of New York City to ask passersby to share their own touchdown celebrations in exchange for a Butterfinger. A new commercial featuring that footage will debut during the third quarter of the Super Bowl.

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