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2025, Detroit, MI – In an unprecedented disciplinary action, the NFL has imposed a staggering $75,000 fine – the highest ever for a single instance of unsportsmanlike conduct involving physical contact outside active play – and a five-game suspension on Detroit Lions safety Brian Branch. The penalties stem from Branch's deliberate slap to the face/helmet of Kansas City Chiefs wide receiver JuJu Smith-Schuster following the Lions' 30-17 loss to the Chiefs at Arrowhead Stadium on October 13, 2025. With 11 fines since entering the league in 2023, totaling over $250,000, Branch's latest infraction has drawn intense scrutiny, prompting Lions head coach Dan Campbell to plead for leniency.
The NFL's announcement, issued Monday via its Football Operations website, labels the incident as "egregious unsportsmanlike conduct and physical assault on an opposing player post-play." The fine, far exceeding the standard $20,288 for a second offense under the NFL/NFLPA fine schedule, and the five-game suspension reflect Branch's "repeated history of disciplinary issues" and the league's crackdown on post-whistle aggression.
The altercation occurred seconds after Chiefs quarterback Patrick Mahomes knelt to seal the 30-17 victory. Frustrated by an unpenalized late block from Smith-Schuster during a run play, Branch bypassed post-game handshakes and struck Smith-Schuster, causing him to fall and suffer a bloody nose. Smith-Schuster, who recorded 3 receptions for 57 yards, required medical attention but faced no discipline after the NFL deemed his response "defensive." The brief scrum that followed was quickly contained by coaches and officials.
Branch, 23, issued a public apology on X last week: "My emotions got the best of me after a tough loss. No excuses – that's not how we play or represent the Lions." However, the NFL's review, incorporating footage and player interviews, classified the slap as "intentional and unprovoked," justifying the record-breaking fine and suspension.
Branch's disciplinary record, marked by 10 prior fines totaling approximately $175,000, played a significant role in the NFL's decision. His infractions often follow Lions losses, particularly in high-stakes games:
- 2023 Season (Rookie Year): Four fines, including $13,000 for unnecessary roughness in a 31-6 loss to the Chiefs and $11,000 for taunting after a 20-6 defeat to the Bears. Total: ~$45,000.
 - 2024 Season: Seven fines, notably $16,883 for roughing the passer in a 48-14 loss to the Buccaneers and $11,593 for unsportsmanlike conduct (helmet removal on an opponent) during a 24-14 win over the Packers, linked to prior frustration. Total: ~$60,768, earning him the label of "NFL's most-fined player."
 - 2025 Season (To Date): Three fines before this incident, including $10,128 for a hip-drop tackle in a 23-13 loss to the Texans and $11,593 for striking a receiver in a 28-20 defeat to the Vikings.
 
The NFL cited Branch’s “repeat offender” status, with 70% of his fines tied to games where the Lions scored under 20 points. The five-game suspension aligns with precedents like Buccaneers WR Mike Evans’ one-game ban and $62,222 fine for a 2022 sideline scuffle with Saints CB Marshon Lattimore, and former Lions DT Ndamukong Suh’s $100,000+ in cumulative fines for stomps and kicks. Other comparable fines include:
- Raiders DE Maxx Crosby: $11,255 for fighting in a 2024 post-play brawl.
 - Chiefs TE Travis Kelce: $14,491 for obscene gestures in a 2025 Eagles win.
 
“This penalty sends a clear message,” said NFL VP of Compliance Jonathan Weiss. “Branch’s pattern of post-loss escalation undermines the game’s integrity. From Suh’s stomps to Evans’ punches, we’re drawing a hard line.”
Lions head coach Dan Campbell, known for staunchly defending his players, held a heartfelt press conference Tuesday, imploring the NFL to reduce both the fine and suspension. While acknowledging Branch’s mistake, Campbell framed it as a growth opportunity for the young star, who has 56 tackles and 3 interceptions this season.
“Brian’s a dawg, and we need that fire to compete. He crossed a line, and I take responsibility as his coach. Seven fines last year, now this after another tough loss to the Chiefs – it’s a gut punch. We’re begging the league for mercy. Reduce the fine, cut the suspension. Brian’s learning, and this team’s growing. Don’t break him before he becomes a leader.”
Campbell confirmed the Lions will appeal by Friday, citing Branch’s contributions and the emotional toll of the team’s 2-5 record. The appeal, to be reviewed by an NFL/NFLPA panel of former players, could reduce the fine by up to 20% and potentially shorten the suspension, per CBA rules. Fine proceeds support player wellness programs.

The suspension sidelines Branch for critical games, including matchups against the Cowboys, Packers, and 49ers, further straining the Lions’ struggling secondary. Lions legend Barry Sanders, who previously criticized Branch for eroding team discipline, offered tempered support: “Tough love, kid. Pay the price, learn the lesson, come back stronger.”
On X, #BranchFine and #LionsDiscipline trended with over 150,000 interactions. Chiefs fans called the penalty “deserved,” while Lions supporters decried it as “excessive,” arguing Branch’s Pro Bowl potential warrants leniency. The NFL’s 2025 focus on “post-whistle accountability” – with altercations up 15% from 2024 – suggests more severe penalties may follow for repeat offenders.