CROWN ROYAL INVITES FANS TO "BRING IT" TO GAME DAY WITH "ROYAL RITUALS," AN EPISODIC CONTENT SERIES CREATED WITH SPORTS ILLUSTRATED
Crown Royal and Sports Illustrated are rolling out a 2026 football-season series and live activations celebrating local game-day rituals in select U.S. cities.
Rhea-AI Summary
Crown Royal (DEO) is launching “Royal Rituals,” a season-long episodic content series under its “Bring It” platform for the 2026 football season, created in partnership with Sports Illustrated.
Hosted initially by Emmy-winning journalist Juju Adams, each episode features a “Crown Quarterback” celebrity connected to a specific football community, highlighting local game-day rituals, cocktails and food. The program includes on-the-road experiences with the Crown Royal Rig and new Mini Rig, line dancing, custom whisky cocktails, and charitable activation through the Purple Bag Project. Featured communities include Oxford, Dallas, Tallahassee, Baton Rouge, Phoenix and Kansas City on scheduled dates from September to December.
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The series will share the customs and experiences that bring football communities together, showcasing how fans "Bring It" to game day.
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
"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.
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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
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
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.
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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.
For more information, visit SI.com.
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SOURCE Diageo North America
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
Which football communities and dates are featured in the “Royal Rituals” series?
Episodes are scheduled for the following communities and dates: Oxford, Mississippi on Saturday, September 12; Dallas, Texas on Saturday, October 10 and Sunday, November 22; Tallahassee, Florida on Saturday, October 31; Baton Rouge, Louisiana on Saturday, November 7; Phoenix, Arizona on Saturday, November 21; and Kansas City, Missouri on Monday, December 21.
How can fans watch or follow Crown Royal’s “Royal Rituals” content?
Fans ages 21+ can follow @CrownRoyal on Instagram, visit CrownRoyal.com, and use Sports Illustrated’s digital channels, including si.com, SI’s YouTube channel and @sportsillustrated on Instagram, for new episodes, program updates and participation details.
What on-site experiences are part of the Crown Royal Rig and Mini Rig tour?
At Rig stops, fans can take part in line dancing and enjoy custom whisky cocktails such as the Crown & Cola. At select locations, the Purple Bag Project activates, supporting the packing of care packages for military service members. Local bar events extend the experience with Crown Quarterbacks, food, cocktails, music and other game-day activities.
What is highlighted in the first “Royal Rituals” episode in Oxford, Mississippi?
The first episode features host Juju Adams and Mississippi-raised artist Swae Lee, Crown Royal’s first Crown Quarterback, showcasing Oxford’s game-day culture, including iconic style and a late-night chicken-on-a-stick ritual that inspired a custom Crown Royal cocktail. Crown Royal also hosted line dancing and custom cocktails, and partner Realtree created a custom Crown Royal hoodie for attendees.