Crown Royal Invites Fans to Game Day with 'Royal Rituals' Created with Sports Illustrated

Throughout the football 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.

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."