New York, NY (SportsNetwork.com) - Toronto Raptors general manager Masai Ujiri is making a habit of cursing out his team's playoff opponents.

The NBA responded by upping his fine.

Ujiri's latest expletive, aimed at Paul Pierce of the Washington Wizards, drew a $35,000 fine from the league on Sunday and an additional $25,000 penalty for the Raptors.

It was levied over remarks Ujiri made at a fan rally before Saturday's opener against the Wizards.

Ujiri, responding to Pierce telling ESPN that the Raptors don't have what it takes to worry an opponent, told a crowd of fans before Game 1 that he wanted to say something about the veteran forward.

"Here's what I'm going to say," Ujiri said, before exclaiming: "We don't give a s--- about him!"

He issued an apology, but it was the second year in a row Ujiri was fined over something he said at a rally before the playoffs.

Last April, he finished a speech prior to Game 1 against the Nets by shouting, "F--- Brooklyn!" The comment cost him $25,000.

The Raptors lost both games.