DIAGEO CHAMPIONS THE NEXT GENERATION OF LEADERS IN PARTNERSHIP WITH HBCUs

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Diageo North America is continuing its support of Historically Black Colleges and Universities (HBCUs) through its 'Show Your HBCU Spirit' initiative. The company is celebrating HBCU culture with activations at Homecomings and Classics during the 2024 fall season, including events at Howard University, and football Classics in Alabama and Louisiana.

Diageo's endowments at 29 HBCUs generated over $400,000 in scholarship funds in 2023, supporting future leaders' academic journeys. The company is also an official Spirits Partner for 'The Classic - Welcome to Birmingham' celebration and will participate in the 51st Annual Bayou Classic in New Orleans.

Additionally, Diageo's 'Learning Skills for Life' program has provided free employability skills and hospitality training to nearly 6,000 people over the past decade. The company is also committed to promoting responsible drinking through its Multicultural Consortium for Responsible Drinking (MCRD) initiative.

Positive

• Diageo's endowments at 29 HBCUs generated over $400,000 in scholarship funds in 2023
• The company's 'Learning Skills for Life' program has trained nearly 6,000 people over the past 10 years
• Diageo's MCRD initiative has reached over 5 million people with responsible consumption messages in two years

Negative

• None.

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Diageo's "Show Your HBCU Spirit" Initiative Announces Homecoming & Classic Activations and Continues its Ongoing Scholarship Distributions

NEW YORK, Oct. 18, 2024 /PRNewswire/ -- Diageo North America continues to celebrate Historically Black Colleges and Universities (HBCUs) with unique and engaging activations at Homecomings and Classics throughout the 2024 fall season. Together with its brands Casamigos, Crown Royal and Guinness, Diageo is honoring HBCU culture and the longstanding traditions of Homecoming at Howard University in Washington, DC, and football Classics in Alabama and Louisiana.

"We are thrilled to continue our support of the HBCU community and its rich Homecomings and Classics traditions across many of our partner institutions," said Stephanie Childs, EVP, Corporate Relations, Diageo North America. "HBCU culture is thriving, with graduates from these esteemed establishments making impactful contributions to society and business. We are proud to celebrate their achievements and traditions again this season."

In addition to celebrating Homecoming and Classic season at HBCUs, Diageo's support via endowments at 29 HBCUs across the country continues to provide financial support to future leaders (unlike grants, endowments provide a permanent stream of interest capital for scholarships). In 2023, interest from these endowments generated over $400,000 in scholarship funds distributed to future leaders, supporting their academic journeys. This cycle will happen annually as interest accrues from the various endowments.

HOMECOMING & CLASSIC ACTIVATIONS
Festivities kick off in Washington, DC on Friday October 18^th, where Diageo will salute Howard alumni and next generation changemakers at the black tie Alumni Bison Ball, hosted by the HBCU alumni collective, Homecoming at the Mecca. The celebration of Black excellence continues the following day at the "Off The Yard" tailgate festival, where Diageo will toast each honoree's impact and impressive achievements. More than a party, this is a chance to recognize decades of trailblazers committed to scholarship and service during a reunion that welcomes all Bisons back home.

On Friday October 25^th, football fans and alumni will gather in Birmingham, Alabama for one of the largest HBCU classic football games in the country. As Alabama A&M University and Alabama State University prepare to face off, Diageo will proudly serve as an official Spirits Partner of "The Classic - Welcome to Birmingham" celebration.

Finally, on Saturday November 30^th, Diageo and its brands will celebrate the rich HBCU traditions and culture of Grambling State University and Southern University in New Orleans, Louisiana at the 51^st Annual Bayou Classic with a spirited game day tailgate. Through the "Show Your HBCU Spirit" initiative, HBCU football fans in select states can text "BAYOU" to 24272 to enter for a chance to win tickets to the Bayou Classic as well as the Greek Show & Battle of the Bands.

ADDITIONAL ENDEAVORS
In addition to HBCU Homecoming programming, Diageo North America's "Learning Skills for Life" program has provided employable skills and hospitality training at no cost to nearly 6,000 people over the past 10 years in underemployed communities and across HBCU alumni networks.

Diageo is committed to educating consumers in every community about safe alcohol consumption. In 2022, the company established the Multicultural Consortium for Responsible Drinking (MCRD), a partnership with influential leaders from diverse community organizations, to increase awareness on the risks of alcohol-related harm and provide educational resources about moderation. Over the past two years, we've reached over 5 million people with messages of responsible consumption.

CONTACT
Bryan Pierce from 1964 Agency, for Diageo
Diageo@1964agency.com

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, http://www.drinkiq.com/, for information, initiatives, and ways to share best practices. Follow on Instagram for news and information about Diageo North America: @Diageo_NA.

* NO PURCHASE NECESSARY. Must be 21+.  Ends 11/03/2024 @ 11:59:59 p.m. ET. TO ENTER W/O TEXT (& Official Rules), send an e-mail with first name, phone, date of birth, state/zip to promotionalsweepstakes@avidinc.com with DIA7044802W MULTIBRAND COLLEGE FOOTBALL SWEEPSTAKES in subject line. See Official Rules for participating states, prize description/restrictions & other details. By texting BAYOU to 24272, you agree you are of legal age to purchase beverage alcohol in U.S., legal U.S. resident, and to receive recurring marketing SMS and MMS messages, including text messages, using an automatic telephone dialing system from Diageo Americas, Inc. Msg & data rates may apply. Text STOP in reply to stop our messages. You may also text HELP to 24272 for more info. Consent is not a condition of any purchase. Sponsor: Diageo Americas, Inc., New York, NY. Please Drink Responsibly. Diageo, New York, NY

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SOURCE Diageo North America

FAQ

What is Diageo's 'Show Your HBCU Spirit' initiative for 2024?

Diageo's 'Show Your HBCU Spirit' initiative for 2024 includes celebrations and activations at HBCU Homecomings and Classics, such as events at Howard University and football Classics in Alabama and Louisiana. The initiative also continues to provide scholarship funds through endowments at 29 HBCUs.

How much scholarship funding did Diageo's HBCU endowments generate in 2023?

In 2023, Diageo's endowments at 29 HBCUs generated over $400,000 in scholarship funds to support future leaders' academic journeys.

What is Diageo's involvement in the 51st Annual Bayou Classic?

Diageo and its brands will celebrate HBCU traditions at the 51st Annual Bayou Classic in New Orleans, Louisiana, with a spirited game day tailgate. HBCU football fans in select states can also enter for a chance to win tickets to the event.

How has Diageo's 'Learning Skills for Life' program impacted communities?

Diageo's 'Learning Skills for Life' program has provided employable skills and hospitality training at no cost to nearly 6,000 people over the past 10 years in underemployed communities and across HBCU alumni networks.