The NFL hit the Atlanta Falcons with a $250,000 fine on Wednesday, and slapped their defensive coordinator Jeff Ulbrich with another $100,000, for their involvement in a prank targeting rookie quarterback Shedeur Sanders during the recent NFL Draft.

A prank that went too far

The incident happened when Jax Ulbrich, son of the Falcons’ defensive coordinator, used the private number provided by the NFL to Shedeur Sanders ahead of the draft. He called him pretending to be Mickey Loomis, the general manager of the New Orleans Saints, and told him he was about to be drafted by the team.

Sanders, son of Hall of Famer Deion Sanders, was seen as one of the most intriguing prospects in the draft. Despite his strong college career at Colorado, he went unpicked through the first four rounds, which had already stirred up some controversy. The prank just made things worse.

Fallout and response

“The organization appreciates the NFL’s quick and thorough review of the data breach and accepts the penalties handed down to coach Jeff Ulbrich and the club,” the Atlanta Falcons said in an official statement.

The same Sunday the league launched an investigation, the team confirmed that the person responsible was Jax Ulbrich, 21. Both he and the Falcons issued public apologies. “I’m really sorry I ruined such a special moment for you. It was selfish and childish,” said Jax in a message directed at Shedeur Sanders.

Following the announcement of the fine, the Falcons also outlined internal steps they're taking to make sure something like this doesn’t happen again in future drafts.