Back in week 14 of the current NFL season, Baltimore Ravens cornerback Marcus Peters chose an unusual way to celebrate making the game-sealing pass break-up in his team’s 24-17 road win over the Buffalo Bills.

After batting down a pass from Josh Allen (and intended for John Brown) in the Ravens’ end zone, Peters hopped up into the stands. And while the stadium was packed mostly by ‘Bills Mafia’ fanatics, he managed to find a Ravens fan and then shot-gunned his beer.

#Ravens CB Marcus Peters was fined $14,037 for unsportsmanlike conduct — drinking a beer with fans to celebrate his win-sealing pass breakup against the #Bills. 🍺 🍺 🍻

— Ian Rapoport (@RapSheet) December 14, 2019

Not so surprising, Peters was subsequently flagged for unsportsmanlike conduct, which of course, didn’t have any impact on the game. But then the “No Fun League” followed that up by hitting Peters with a $14,037 fine.

#Ravens CB Marcus Peters was fined $14,037 for unsportsmanlike conduct — drinking a beer with fans to celebrate his win-sealing pass breakup against the #Bills. 🍺 🍺 🍻

— Ian Rapoport (@RapSheet) December 14, 2019

Bud Light — a product of Anheuser-Busch, one of the league’s most prominent sponsors — became aware of the fine and made this brilliant marketing play of altruism:

Drinking a celebratory beer isn’t a crime. We’ll match that tab with a donation to a charity on your behalf @marcuspeters. DM us. https://t.co/Ctjthf9iEF

— Bud Light (@budlight) December 14, 2019

For his part, Peters has experienced a noticeable resurgence since being traded from the Los Angeles Rams to the Ravens. His superb play among many others are why the Ravens look like the team to beat in the race for Super Bowl 54.

And if Baltimore does end up hoisting the Lombardi Trophy, Peters will likely land a massive contract in free agency — and perhaps a new marketing deal with Bud Light.