Crown Royal continued its multi-year NFL partnership, which includes the "Kick off with Crown Royal" campaign, by dedicating $25,000 from the Crown Royal Generosity Fund to the Southern Smoke Foundation, an organization created to take care of food and beverages workers who need it most. The donation is a part of the award-winning whisky's $1 million commitment to hospitality workers, active duty military members, and veterans throughout the NFL season.

NFL Legends Bo Jackson and DeMarcus Ware in a cook off at the Southern Smoke Festival collaborated with local Houston restaurateurs to create two unique Crown Royal infused BBQ sauces and went head-to-head in a BBQ sauce competition.

Consumers 21+ voted for their favorite sauce, raising further funds for the Foundation. After Team Bo Jackson took an early lead, Team DeMarcus Ware came back to seal the victory for the best Crown Royal infused sauce.

Building on Diageo's league sponsorship deal which first launched during the 2021-22 NFL season, Crown Royal's generosity efforts will continue throughout the NFL season with activations in partner stadiums and cities, benefiting hospitality industry employees. These efforts will extend to another group whose generosity continues to go unmatched, military veterans, who Crown Royal has supported for over a decade through The Purple Bag Project.