The brand will cover fines up to $50,000 to celebrate the freedom of expression by Super Bowl players during the Big Game’s pro season

Nestlé’s Butterfinger has offered to pay up to $50,000 in fines incurred by pro football players for excessively celebrating during the three final games of the Big Game’s pro season. The extension is in line with the brand’s ‘Bolder than Bold’ campaign launched recently.

“Bold end-zone celebrations are the perfect opportunity for players to show off their authentic selves, and we are excited to be a part of bringing them back to the game. We don’t believe there is such a thing as excessively celebrating in the end zone,” said Kristen Mandel, Brand Manager of Butterfinger.

The confectionery giant’s generosity is aimed at welcoming athletes involved with the Super Bowl 50 to not hold back their inner chutzpah associated with the excitement inspired by celebratory touchdowns. The opportunity provides the players room to let loose and bring back their boldest moves.

Comedian, Billy Eichner, and football legend, Terrell Owens, ambush New Yorkers for a showcase of their boldest touchdown celebrations.
Comedian Billy Eichner and footballer Terrell Owens ambush New Yorkers for a show of their boldest touchdown move

To launch the initiative, the brand is partnering with Billy Eichner (Billy on the Street, Difficult People, and Parks and Recreation) as well as Terrell Owens, the prospective Hall of Fame football player, known for many legendary end-zone celebrations involving popcorn, pom-poms, permanent markers, and more.

Together, they have taken to the streets and embarked on an exercise which is focused on inviting New York commuters and tourists to share their own touchdown celebrations for a chance to sink their teeth into a Butterfinger candy bar.

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