The series will share the customs and experiences that bring football communities together, showcasing how fans “Bring It” to game day.
NEW YORK, Sept. 15, 2026 /PRNewswire/ — This football season, Crown Royal’s “Bring It” platform kicks off with “Royal Rituals,” a season-long celebration of the rituals that make football more than a game, bringing fans together in the moments that happen beyond the field. Throughout the season, Crown Royal will spotlight the many ways fans “Bring It” to game day, from longstanding rituals passed down through generations to the shared experiences that bring them together.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/crown-royal/9420551-en-crown-royal-bring-it-platform-kicks-off-on-game-day-with-royal-rituals
At the heart of “Royal Rituals” is an original episodic content series created in partnership with Sports Illustrated, kicking off with Emmy Award-winning sports journalist Juju Adams as host of the first episode. Each part of the series will feature a member of Crown Royal’s roster of celebrity talent, dubbed a “Crown Quarterback,” who has a meaningful connection to the featured football community. Together, they will uncover the rituals that shape its game-day culture—from Crown Royal cocktails inspired by the city and local bites to fan chants passed down through generations. Crown Quarterbacks will be announced throughout the season as the series reveals what makes each destination distinctive—and how its fans “Bring It” to game day.
Crown Royal is bringing its own game-day rituals to life on the road through music, cocktails and gestures of generosity. Entering its third football season, the Crown Royal Rig, the larger-than-life 18-wheeler hauling two oversized Crown Royal Double Wood casks, will return alongside a new addition, the Crown Royal Mini Rig, bringing the brand’s game-day experience to even more fans across the country. At each stop, fans can enjoy line dancing and custom whisky cocktails, including Crown Royal’s signature Crown & Cola. The experience also brings Crown Royal’s spirit of generosity to life at select stops through the Purple Bag Project, a decade-long initiative that has helped pack more than 1.5 million care packages for military service members.
The celebration continues beyond the Crown Royal Rig stops at local bars, where Crown Quarterbacks will join fans for food, whisky cocktails, music and other game day fun inspired by each community, bringing the stories featured throughout “Royal Rituals” to life alongside the people who make them possible.
“Game day is shaped by so much more than what happens on the field, it’s the rituals and shared experiences that connect fans together,” said James Valdes, Director of Crown Royal. “That’s the spirit behind Crown Royal’s ‘Bring It’ platform, and ‘Royal Rituals’ gives us a chance to celebrate the many ways fans show up for their teams, their communities and one another. From customs passed down through generations to the moments shared every game day, it’s what people bring that makes the occasion so special.”
The first episode of “Royal Rituals” takes fans to Oxford, Mississippi, where Juju Adams joins Mississippi-raised artist and Crown Royal’s first Crown Quarterback, Swae Lee, to spotlight what makes Oxford football weekend unlike any other. From iconic game-day style to the late-night chicken-on-a-stick ritual, which inspired a custom Crown Royal cocktail, the episode showcases the traditions at the heart of the community. Crown Royal brought its own rituals to the celebration, inviting fans to hit the dance floor for line dancing at halftime while enjoying custom Crown Royal whisky cocktails. Crown Royal partner Realtree honored its deep-rooted connection to Oxford with a custom Crown Royal hoodie created exclusively for event attendees.
“ROYAL RITUALS” EPISODES WILL FEATURE THE FOLLOWING FOOTBALL COMMUNITIES:
- Saturday, September 12 – Oxford, Mississippi
- Saturday, October 10 – Dallas, Texas
- Saturday, October 31 – Tallahassee, Florida
- Saturday, November 7 – Baton Rouge, Louisiana
- Saturday, November 21 – Phoenix, Arizona
- Sunday, November 22 – Dallas, Texas
- Monday, December 21 – Kansas City, Missouri
Whether following the series from home or experiencing “Royal Rituals” firsthand, fans ages 21+ can discover the rituals that bring football communities together and see how fans across the country “Bring It” to game day. Fans can follow @CrownRoyal on Instagram, visit CrownRoyal.com and follow Sports Illustrated’s digital channels including si.com, SI’s YouTube channel and @sportsillustrated on Instagram for new episodes, program updates and participation details.
Crown Royal is available wherever fine spirits are sold. Visit CrownRoyal.com to find a retailer near you and explore the full Crown Royal portfolio.
MEDIA CONTACTS
Diageo North America
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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
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, JεB and Buchanan’s whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
Crafting iconic drinks chosen for life’s moments.
ABOUT SPORTS ILLUSTRATED
For more than 70 years, Sports Illustrated (SI) has been recognized for shaping modern culture at the intersection of sports, lifestyle, and entertainment. SI is a 360-degree platform that unites athletes, teams and fans worldwide through quality content, innovative digital experiences, unforgettable events, and original products. Its award-winning media arm brings powerful storytelling to life through probing profiles and up-to-date news on SI.com, across social media platforms, and through its renowned print magazine whose cover is widely regarded as the most coveted space in sports media. SI brings its unique perspective to marquee events and captivating brand activations including: “SI The Party”, Club SI, the Sportsperson of the Year Awards, SI Swimsuit Launch Weekend, and the SI Circuit Series.
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SOURCE Diageo North America
