By Jessica 
Remember when the NFL slapped the Rams with a massive $100,000 fine after that Brandon Aiyuk sideline incident? The Week 3 post-game chaos between the 49ers star receiver and Rams players sparked serious league action and had everyone asking who actually started it.
Game Context: From 14-Point Lead to Last-Second Heartbreak
NFC West showdowns always bring intensity, but this one had extra heat. The 49ers dominated early at SoFi Stadium on September 22nd, building what should have been a comfortable 14-point cushion.
Then came the collapse. The Rams clawed back throughout the fourth quarter, capping their comeback with rookie Joshua Karty drilling a 37-yard field goal that put Los Angeles ahead 27-24 with just two ticks left.
Those final desperate seconds saw Brock Purdy trying anything to save the game. The 49ers attempted one of those chaotic multi-lateral plays that rarely work but always create drama. Eventually, Brandon Aiyuk found himself with the ball near the Rams sideline where rookie Kamren Kinchens brought him down hard.
Game over. Or so everyone thought before tempers exploded.
Play-by-Play: The Aiyuk Confrontation Breakdown
The NFL broadcast cameras caught everything:
- After hitting the ground, Aiyuk and Kinchens started exchanging words
- Kinchens reached out and slapped at Aiyuk’s helmet
- Aiyuk pushed back at Kinchens
- Out of nowhere, Rams cornerback Derion Kendrick (who wasn’t even playing) rushed in from the sideline and shoved Aiyuk
- A Rams coach quickly jumped between everyone to stop things from getting worse
The footage spread across social media within minutes, showing NFL fans exactly how it unfolded.
The NFL Drops the Hammer: $100K Fine Hits the Rams
After reviewing everything, the NFL announced their decision on September 28:
- Los Angeles Rams organization: Hit with a $100,000 fine
- Derion Kendrick (Rams CB): Fined $5,656 for unsportsmanlike conduct
- Kamren Kinchens (Rams safety): Fined $5,653 for unsportsmanlike conduct
- Brandon Aiyuk: Walked away without any fine
That massive team fine came down for one main reason: Kendrick wasn’t even supposed to be on the field. He was an inactive player on Injured Reserve, wearing street clothes, who physically went after an opposing player.
Why Aiyuk Didn’t Get Fined: The NFL’s View
The league’s decision to let Aiyuk off without a fine tells us a lot about how they saw this whole thing. Looking at the evidence, NFL officials clearly felt:
- Kinchens started the physical stuff with that helmet slap
- Aiyuk was just responding to being hit first
- Kendrick had absolutely no business getting involved from the sideline
- The Rams organization failed to control their bench area
When the NFL handed out fines, they basically confirmed who they thought was really at fault here.
Bad Blood: The 49ers-Rams Rivalry Behind It All
This wasn’t just some random heated moment. These teams have history dating all the way back to 1950, and their NFC West rivalry has seen plenty of intense moments.
Several things made this particular game extra tense:
- San Francisco blew a big lead they’d held most of the game
- Los Angeles pulled off a dramatic fourth-quarter comeback
- Both teams were missing multiple star players due to injuries
- The game ended on a last-second field goal
- That final desperate play finished with hard contact right by the opponent’s bench
When you mix a decades-old rivalry with a dramatic finish like that, things can boil over fast.
How the Media Framed the Aiyuk Incident
Sports reporters immediately brought up several other Aiyuk storylines when covering this incident:
- His fresh four-year, $120 million contract
- The fact he’d held out during training camp
- Questions about his performance early in the 2024 season
- Some practice incident that had nothing to do with this game
Despite all this extra context floating around, the NFL still decided Aiyuk wasn’t the one who needed to be punished here.
Sideline Control: The $100,000 Lesson for Los Angeles
That six-figure fine sent a crystal-clear message from the NFL about what they expect from teams.
The league holds organizations responsible for:
- Everyone in their bench area, not just active players
- Keeping non-uniformed personnel from getting involved in on-field situations
- Maintaining professionalism even after emotional games
The Rams learned an expensive lesson that day about keeping better control of their entire sideline, from players to coaches to support staff.
Why The Kendrick Involvement Changed Everything
What really turned this from a normal post-game shoving match into something much bigger was Derion Kendrick’s decision to rush in from the sideline.
The NFL has always treated uniformed player scuffles differently than when non-playing personnel get involved. League rules are extremely strict about who can be where on the sideline and what they can do.
When Kendrick physically went after Aiyuk while wearing street clothes, he crossed a major line that the NFL wasn’t going to ignore.
- Also Read: Montecito Country Club Easement Dispute.
FAQs: Brandon Aiyuk Rams Sideline Scuffle
Who started the physical part of the Aiyuk-Rams confrontation?
Video from the NFL broadcast showed Rams safety Kamren Kinchens made the first physical contact by slapping at Aiyuk’s helmet after they exchanged words.
Why did the NFL fine the Rams organization $100,000?
The massive fine came because inactive player Derion Kendrick (who was on Injured Reserve and in street clothes) left the sideline to physically confront Aiyuk, violating strict NFL rules about sideline conduct.
Did Brandon Aiyuk get fined for pushing back?
No. The NFL didn’t fine Aiyuk at all, suggesting they viewed him as responding to aggression rather than starting it.
Were there any penalties called during the game for this?
No penalties were called since this happened after the final whistle when the game was already over.
What have the players said about the incident?
Based on available reports, none of the main people involved – Aiyuk, Kinchens, Kendrick, Coach Shanahan, or Coach McVay – have made specific public comments about the details of what happened.
Has this added fuel to the 49ers-Rams rivalry?
This incident definitely adds another chapter to their long history. The NFC West rivalry between these California teams goes back decades and has featured plenty of heated moments over the years.
The Real Impact of the Brandon Aiyuk Sideline Incident
That Week 3 Brandon Aiyuk Rams sideline scuffle cost the Los Angeles organization $100,000 and highlighted just how quickly emotions can take over after high-stakes divisional games.
The NFL’s decision to heavily fine the Rams while letting Aiyuk walk away without penalty shows exactly who they believed was responsible for crossing the line that Sunday afternoon at SoFi Stadium.
The next time these teams meet, you can bet the NFL will have extra officials keeping a close eye on both sidelines – especially in the final moments of another close Brandon Aiyuk Rams showdown.