NEW YORK, Sept. 9, 2021 /PRNewswire/ -- As football fans
everywhere gear up for the start of football season later this
evening, Crown Royal, as the first-ever whisky sponsor of the
National Football League (NFL), announced plans to turn game day
into a giving day through its 'Kick Off with Crown Royal' program.
Building on Diageo's league sponsorship deal, the brand will extend
its ongoing generosity efforts to all those who show up for us each
game day, including those in the hospitality industry and members
of the military.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8945751-crown-royal-whisky-nfl-sponsorship-and-community-initiative/
Crown Royal has had a rich legacy in pro football. In 2017 it
became the first spirits brand to advertise during a televised NFL
game. Most recently, the brand launched its largest-ever
responsible drinking campaign, The Crown Royal Water
Break, that encourages drinking in moderation on game day.
The stage is set for this natural evolution in the partnership
between two beloved North American brand icons with a shared goal
of recognizing all those who make game day special.
"The NFL has a proven track record in uniting fans through their
efforts supporting local communities, which ties perfectly into our
mission to give back and inspire generosity," said Sophie Kelly, SVP of Whiskies, Diageo North
America. "While on game day fans proudly celebrate those on the
field, we believe the communities who make game day what it is off
the field deserve equal recognition. We're thrilled to be the first
official whisky sponsor of the NFL, and to utilize our partnership
to support the people and places who make game day great."
To kick off the start of the NFL regular season, Crown Royal
hosted a special Industry Night of Service last night for
hospitality and stadium workers at the home of the Dallas Cowboys,
AT&T Stadium. Special guests including former Cowboys outside
linebacker DeMarcus Ware and country
music star Riley Green also attended to help announce the
brand's $50,000 donation to longtime
Crown Royal partner, the Southern Smoke Foundation, an organization
that financially supports individuals in the food and beverage
industry in need. The initial donation is part of a Crown Royal
year-long commitment, including 'Kick Off With Crown Royal,'
to donate $1 million dollars via
the Crown Royal Generosity Fund, a donor advised fund, to national
and local charities.
"Our mission at Southern Smoke is to provide support and
assistance for those in the food and beverage community and their
suppliers," says Kathryn Lott,
Executive Director of Southern Smoke. "Crown Royal has a
long-standing spirit of generosity and commitment to supporting the
hospitality industry, and their support will assist not only
individuals in Texas, but across
the country."
"The NFL is excited to officially welcome Crown Royal as the
first-ever official whisky sponsor of the NFL," says Tracie Rodburg, Senior Vice President of
Sponsorship Management at the NFL. "We're looking forward to
supporting Crown Royal as they work to make this football season
the most generous one yet by giving back to local communities,
hospitality workers and military heroes all season long."
The brand's generosity efforts will extend throughout the NFL
season with future Nights of Service benefitting hospitality and
stadium workers being planned. These efforts will extend to another
group whose generosity continues to go unmatched, military
veterans, who Crown Royal has supported for over a decade through
The Purple Bag Project.
This past June, Crown Royal parent company Diageo announced it
was entering into a multiyear sponsorship with the NFL as its first
ever Official Spirits Sponsor. As part of today's announcement,
Crown Royal becomes one of the first brands within the global
beverage leader's portfolio to activate against this
partnership.
Crown Royal invites you to raise a glass to all those who help
us cheer on our favorite teams throughout the season, and please
drink responsibly.
About Crown Royal
Crown Royal Canadian Whisky is the
number-one selling Canadian whisky brand in the world and has a
tradition as long and distinctive as its taste. Specially blended
to commemorate a grand tour of Canada made by
King George VI and Queen
Elizabeth of Great Britain in 1939, Crown Royal's
smooth, elegant flavor and gift-worthy presentation reflect its
regal origins – it is considered the epitome of Canadian whisky.
For more information, visit crownroyal.com. Crown Royal
encourages all consumers to please enjoy responsibly.
About Diageo North America
Diageo is a global leader
in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don
Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow at Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
MEDIA CONTACTS:
Kyra
Zeller
DIAGEO
Kyra.zeller@diageo.com
TAYLOR
crownroyal@taylorstrategy.com
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SOURCE Crown Royal