THE CROWN ROYAL RIG RETURNS FOR THE NFL SEASON ENLISTING TAYLOR ROOKS AS THEIR PARTNER IN DELIVERING GENEROSITY TO NFL FANS

Rhea-AI Summary

Crown Royal (NYSE:DEO), the Official Whisky Partner of the NFL, has launched its fifth season of the Crown Royal Rig tour, featuring an 18-wheeler with XXL Double Wood casks. The company has partnered with Emmy-nominated sports journalist Taylor Rooks for a 10-city tour of NFL matchups.

The tour introduces the new 'Royal Seat' feature, where fans can win premium ticket upgrades by successfully honking the rig's horn. The initiative includes the Purple Bag Project partnership with Packages from Home, supporting active military personnel. NFL legend Tony Gonzalez joined Rooks at the Kansas City event on September 28, 2025, where fans enjoyed cocktails and participated in packing wellness essentials for troops.

Positive

• Partnership with high-profile sports journalist Taylor Rooks expands brand visibility
• Continuation of successful NFL partnership for fifth year
• Strategic fan engagement through premium ticket upgrade promotions

Negative

• None.

The Crown Royal Rig Tours NFL Stadiums With The Ultimate Tailgate, Featuring NFL Legends, Premium Seat Upgrades, Purple Bag Packing for the Military and More

NEW YORK, Sept. 30, 2025 /PRNewswire/ -- Back for its fifth year as the Official Whisky Partner of the NFL, Crown Royal is hitting the road with the iconic Crown Royal Rig – a larger-than-life 18-wheeler hauling two XXL Double Wood casks – driving generosity all season long, giving back to the fans who fuel game day and packing Crown Royal purple bags for the military. This season, Crown Royal has enlisted Emmy-nominated sports broadcast journalist Taylor Rooks as their Passenger Princess and partner to surprise fans at marquee NFL matchups in 10 cities with a chance to receive premium game day seat upgrades.

This year, the Crown Royal Rig has added a royal renovation: the Royal Seat. NFL fans who catch the Crown Royal Rig on tour have a chance to climb in, snap photos and test their luck at honking the rig horn. Those who succeed will score premium ticket upgrades† to elevate their game days.

"Let's be real, the fans are the real MVPs of game day," Rooks said. "They bring the vibes and make sure the energy is high from the tailgate to the stadium, providing the type of support that teams count on every week. I'm so excited to join Crown Royal in their generosity as they help fans make their game days unforgettable!"

On Sunday, Sept. 28, Rooks joined NFL legend Tony Gonzalez at the Crown Royal Rig stop in Kansas City for an electric tailgate. The duo enjoyed signature cocktails, celebrated with lucky fans who received seat upgrades and joined in on the Purple Bag Project, a longstanding initiative in partnership with Packages from Home‡ that provides active military overseas with wellness essentials packed in Crown Royal bags.

"This season, we set out to discover fresh ways to give back to fans and turn small moments of connection into big wins that enhance the game day experience," said James Valdes, Director, Crown Royal. "Generosity has always been at the heart of our brand purpose, and we're proud to celebrate our fifth year as the Official Whisky Sponsor of the NFL, hitting the road with Taylor Rooks and NFL legends to share that spirit with fans across the country."

Fans 21+ who aren't able to experience the Crown Royal Rig in person can still join in on the fun at CrownRoyal.com/RoyalRig, where they can track the number of Purple Bags packed nationwide, discover game day recipes and more!

With the addition of the Royal Seat, Crown Royal is showing that generosity isn't just along for the ride, it drives the game day experience.

†If winner does not have a ticket to the game, they will receive a ticket to the game as the prize.

*NO PURCHASE NECESSARY.  U.S., 21+. Offeredonly at promotional events outside stadiums hosting select NFL professional football games bet. 9/7 & 12/7/25. Opportunity to sit in CROWN ROYAL Rig replica (i.e., Royal Seat) and play offered on first come-first served basis and not guaranteed. Prize: (2) ticket upgrades/tickets to that day's professional football game.  Winner's guest must be 21+. Unspecified expenses are winner's responsibility.  Up to (2) winners per event selected at random. (Honking horn will not determine if a person is a prize winner). If unclaimed, prizes may not be awarded.  Subject to Official Rules. Sponsor: Diageo Americas, Inc., New York, NY  
© 2025 NFL Properties LLC. All NFL-related trademarks are trademarks of the National Football League. Sweepstakes not sponsored or offered by the National Football League.

‡Packages From Home, 5643 N. 52^nd Ave., Glendale, AZ  85301, https://www.packagesfromhome.org/, 623.934.3274.

Media Contacts
Jazmine Settles, Diageo
jazmine.settles@diageo.com

Taylor PR
crownroyal@taylorstrategy.com

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, DELEÓN and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

DIAGEO is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about DIAGEO, our people, our 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 us on Instagram for news and information about DIAGEO North America: @Diageo_NA. 

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SOURCE Crown Royal

FAQ

What is the Crown Royal Rig NFL tour 2025?

The Crown Royal Rig is an 18-wheeler featuring two XXL Double Wood casks that will tour 10 NFL cities, offering fans chances to win premium seat upgrades and participate in the Purple Bag Project for military personnel.

Who is partnering with Crown Royal for the 2025 NFL season?

Emmy-nominated sports journalist Taylor Rooks is partnering with Crown Royal as their 'Passenger Princess' to surprise fans at NFL matchups with premium seat upgrades.

How can fans win ticket upgrades during the Crown Royal NFL tour 2025?

Fans can win premium ticket upgrades by visiting the Crown Royal Rig, climbing into the Royal Seat, and successfully honking the rig's horn at participating NFL stadium locations.

What is the Purple Bag Project by Crown Royal?

The Purple Bag Project is Crown Royal's partnership with Packages from Home that provides active military personnel overseas with wellness essentials packed in Crown Royal's signature purple bags.

When did Crown Royal's NFL partnership begin?

Crown Royal is in its fifth year as the Official Whisky Partner of the NFL, continuing their commitment to enhancing the game day experience for fans.