NFL rules prohibit gear that advertises any product but a designated sponsor, league spokesman Brian McCarthy said Wednesday.
Urlacher was fined for drinking vitaminwater and wearing a vitaminwater hat during the media session in Miami leading to the title game. Gatorade is the NFL's official drink.
McCarthy said this is the first time such a fine has been levied. He added that $100,000 is the standard fine for such a violation at the Super Bowl. A violation during the regular season is $10,000. It is $50,000 at the Pro Bowl.
The fine recalls an episode involving Chicago quarterback Jim McMahon in the playoffs following the 1985 season, the previous time the Bears made the Super Bowl.
McMahon wore a headband that said "adidas" in a playoff game against the New York Giants, and then-commissioner Pete Rozelle fined him $5,000 because the shoe company was not an NFL sponsor. The following week, in the NFC title game against the Los Angeles Rams, McMahon wore a headband that read "rozelle."