Goodell said that he fined the Patriots as a team because Belichick is effectively the team's general manager as well as head coach and exercises so much control over the Patriots' on-field operations that "his actions and decisions are properly attributed to the club."
Goodell stated that he penalized the Patriots as a team since Belichick is essentially the club's general manager alongside head coach, exercising such extensive control over on-field operations that "his actions and decisions should be attributed to the club."