Crown Royal has pledged $100.000 to the Bill Pickett Invitational Rodeo Foundation (BPIRF), a fund designed to empower the Black rodeo community and inspire a new generation of riders to pursue their passion as part of the Hats Off Grant, which will offer financial support so  four cowgirls and cowboys can continue their rodeo careers.

Crown Royal has also kicked off its search for a new cowboy or cowgirl to join its roster of professional riders as part of its Royal Rider program. The Royal Rider program is an initiative designed to support riders who compete under the financial sponsorship of Crown Royal; and through the search, the brand will work toward diversifying the collective by 30% in the coming year.

"At Crown Royal, we believe in the power of inclusivity and are committed to uplifting and celebrating those who keep the rich heritage and traditions of the Black rodeo circuit thriving," said Tatiana Conti, Vice President, Crown Royal. "We thank the Bill Pickett Invitational Rodeo for their continued partnership and providing opportunities to participate in – and amplify – their rodeo celebrations. We look forward to supporting riders through The Hats Off Grant and fostering a sense of pride and belonging through the Royal Rider program."

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