The Official Whisky Sponsor of the NFL taps
New Orleans Legends Juvenile and Mannie Fresh and more to
drive generosity and pay homage to the city ahead of the Big
Game
NEW
ORLEANS, Jan. 29, 2025 /PRNewswire/ -- All NFL
season long, Crown Royal has brought its spirit of generosity to
NFL stadiums and cities nationwide with the first ever Crown Royal
Rig Tour. Now, the Official Whisky Sponsor of the NFL is
headed to New Orleans for Super
Bowl LIX, where Crown Royal will debut its partnership with one of
the most iconic sports apparel companies in the
world, Starter. The collaboration will showcase the
shared legacy of the two brands, commemorating Super Bowl LIX in
the vibrant city of New
Orleans.
Two heritage brands, Crown Royal and Starter have
seamlessly merged to celebrate the unique spirit of New Orleans through the limited-edition
Crown Royal x Starter NFL Super Bowl LIX Satin Jacket -
exclusively available in New
Orleans over Super Bowl LIX weekend. The jacket features key
details that mark this moment in time:
- The collectible piece boasts a satin black body, adorned with
the iconic Crown Royal logo and NFL shield on the front chest.
- In classic Starter fashion the jacket features two unique
patches on the left upper sleeve both dedicated to memorialize the
2024 Crown Royal Rig Tour.
- The back showcases the Official Super Bowl LIX logo,
featuring Mardi Gras-inspired red,
green and gold colored patterns that evoke the designs of the
French Quarter's balcony ironworks.
- Complete with a special design that champions the host city,
New Orleans, written in elegant
script and a gold embroidered outline of Louisiana.
- Finished with a subtle nod to the Award-Winning Whisky's
legendary iconography, the Crown Royal crown.
More than just a game-day style statement, the
jacket symbolizes a commitment to giving back, with net proceeds*
benefiting the Foundation for Louisiana†. The nonprofit invests in
communities and ideas, builds partnerships, and transforms policies
and systems for an equitable, stronger Louisiana, emphasizing Crown Royal's
deep-rooted commitment to generosity within the community.
To debut the collaboration, Crown Royal has
enlisted legendary icons that embody the spirit of New Orleans. The brand tapped New Orleans
Legend and Rapper Juvenile to unveil this iconic piece in a
stunning setting reflective of the city. Ahead of the Big Game, Hip
Hop luminary Mannie Fresh
will join in on the celebration at the Starter House. For one night
only, the Starter House will showcase this one of a kind piece
alongside the city's rich musical heritage featuring a private
performance from Mannie Fresh and
Juvenile in the heart of the French Quarter.
"New Orleans
is a part of my identity. Partnering with Crown Royal to drop these
jackets is all about celebrating what makes this city so special,"
said Juvenile. "These jackets are only available in New Orleans, so make sure you get one while
you can and rep New
Orleans."
The Limited-Edition Crown Royal x Starter NFL
Super Bowl LIX Satin Jacket will be available to purchase only
at the Starter x NFL Shop Presented by Visa at 333 Canal
Street in New Orleans, 2/5 –
8/2025, for an SRP of $250 plus tax,
while supplies last.
"For the past four years, our 'Kick Off with
Crown' program has continued to build and support local
communities, and this Super Bowl is no different," said
Jesse Damashek, Sr. Vice President
North American Whiskeys at Diageo. "We're thrilled to collaborate
with an iconic brand like Starter to create a one-of-a-kind piece
of Super Bowl memorabilia that pays tribute to the city of
New Orleans and make a lasting
impact through our support of the Foundation for Louisiana."
Join the Celebration in New Orleans
The celebration of
New Orleans will continue right up
to the Big Game when the Crown Royal Rig sets up shop for the
ultimate Super Bowl LIX experience – the Crown Royal Station. The high-energy tailgate is
designed to immerse fans 21+ in a curated experience filled with
local flavors, and legendary talent, including surprise appearances
from NFL Legends and performances from Tank & The Bangas, Big
Sam's Funky Nation and more local artists, that will showcase and
celebrate the unmistakable spirit of New
Orleans.
At the heart of the Crown Royal Station is
generosity; guests will have the opportunity to participate in the
Purple Bag Project, where every bag packed with wellness essentials
will trigger a $1 donation† to the
Foundation for Louisiana. Those
who can't visit the Crown Royal Station in-person will have a
chance to join in on the generosity by commenting a crystal ball
emoji on a special Crown Royal Instagram story, where every
qualifying comment‡ 2/8 - 2/9 11:59PM
CT will trigger a $1 donation
to the Foundation for Louisiana†. Follow @crownroyal on Instagram
for more details!
Fans 21+ can sign up for the Crown Royal
Newsletter HERE to learn more about the Crown Royal Station.
On Super Bowl Sunday, Crown Royal will head down
to Caesars Superdome and drum up excitement for ahead of the Big
Game at NFL Gameday Experience with the Crown Royal Locker Room,
the ultimate game day experience. Combining the thrill of game day
with the signature taste of Crown Royal, guests 21+ can enjoy
delicious Crown Royal Blackberry and Deluxe cocktails and partake
in photo moments with co-branded gear, jerseys, helmets, and the
brand's iconic purple bags.
Crown Royal invites fans 21+ to raise a glass to
all those who help make your game day great. No matter how you
celebrate the Super Bowl, please drink responsibly.
*"Net Proceeds (i.e., sales – expenses) of
purchases of the Crown Royal x Starter NFL Super Bowl LIX Satin
Jacket at Starter x NFL Shop Presented by Visa. Purchase not tax
deductible.
†Donation made by Diageo Americas, Inc. Amount of
Donation calculated based on combination of Crown Royal x Starter
Jacket sales, consumer participation in Purple Bag Project at Crown
Royal Station and qualifying comments made on Crown Royal Instagram
story. Maximum Donation: $50,000. the
Foundation for Louisiana, 2022 St.
Bernard Avenue, Suite 122B
New Orleans, LA 70116;
https://www.foundationforlouisiana.org.
‡Only persons 21 years or older may post a
comment. To result in donation of $1,
comment must not violate 3rd party rights; advocate irresponsible
or underage drinking or other inappropriate conduct; state or imply
that alcohol beverage consumption is acceptable before or while
engaging in any activity requiring a high degree of alertness or
concentration (for example, driving a vehicle); refer/depict any
person who is under 21; include hate speech of any kind; or
otherwise reflect adversely on the CROWN ROYAL brand. Such
determinations will be made by Diageo Americas, Inc. in its sole
discretion.
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 the King and Queen of
Great Britain in 1939, Crown
Royal's smooth and elegant flavor was an exceptionally generous
gift fit for royalty. Its gift-worthy presentation reflects 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 on Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
About Starter
Launched in 1971,
Starter, one the most iconic, innovative and authentic licensed
sports apparel companies in the world, has changed the face of the
sports apparel industry forever. Through licensing deals with every
major American sports league, the Starter S and Star completely
connect the fan, the team and the player and allow the fan to "wear
what the pros wear."
About Foundation For
Louisiana:
Foundation for Louisiana (FFL) is a social justice
philanthropic intermediary founded in 2005 as the Louisiana
Disaster Recovery Foundation to invest in the immediate recovery of
Louisiana's communities after
Hurricane Katrina. While FFL was founded in the wake of Hurricane
Katrina, our founders recognized the need to address the
longstanding inequities that have shaped life outcomes for the most
marginalized of Louisianans. Our programs grew in response to these
needs, and today FFL focuses on racial justice, climate justice,
criminal justice reform, economic justice, gender justice, and
support for Louisiana's vibrant
arts and culture. Learn more at foundationforlouisiana.org
Media Contacts
Jazmine Settles, DIAGEO
Jazmine.Settles@diageo.com
Crown Royal PR, Taylor
crownroyal@taylorstrategy.com
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SOURCE Crown Royal