Crown Royal became the first spirits brand to advertise during a televised 2017 NFL game. Most recently, the brand launched its largest-ever responsible drinking campaign, The Crown Royal Water Break, that encourages drinking in moderation on game day.
To kick off the start of the NFL regular season, Crown Royal hosted a special Industry Night of Service last night for hospitality and stadium workers at the home of the Dallas Cowboys, AT&T Stadium.
Former Cowboys outside linebacker DeMarcus Ware and country music star Riley Green attended to help announce Crown Royal’s $50,000 donation to longtime Crown Royal partner, the Southern Smoke Foundation, an organization that financially supports individuals in the food and beverage industry in need. The initial donation is part of a Crown Royal year-long commitment, including ‘Kick Off With Crown Royal,’ to donate $1 million dollars via the Crown Royal Generosity Fund, a donor advised fund, to national and local charities.
“The NFL has a proven track record in uniting fans through their efforts supporting local communities, which ties perfectly into our mission to give back and inspire generosity,” said Sophie Kelly, SVP-Whiskies, Diageo North America. “While on game day fans proudly celebrate those on the field, we believe the communities who make game day what it is off the field deserve equal recognition. We’re thrilled to be the first official whisky sponsor of the NFL, and to utilize our partnership to support the people and places who make game day great.”