Crown Royal has unveiled “Royal Rituals,” a season-long content series celebrating football fan traditions across the US. The whisky brand named Mississippi-raised artist Swae Lee as its first celebrity “Crown Quarterback” for the campaign’s debut episode in Oxford, Mississippi.
The initiative builds on Crown Royal’s broader “Bring It” platform, which is rooted in the belief that the best moments are shaped by the people who contribute to them.
“Royal Rituals” focuses on the traditions that occur away from the field, including chants passed down through generations, local food and drinks, and game-day rituals. At the heart of the campaign is an original episodic content series. It tells the stories of football communities and fans across the country.
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READ THE STORYThroughout the season, Crown Royal will reveal a roster of celebrity Crown Quarterbacks. Each has a meaningful connection to a featured football city and represents its culture.
At each stop, the Crown Quarterbacks will join fans at local bar celebrations. The Crown Royal Rig also returns for its third season to bring the campaign to game day.
The people, stories and shared experiences from each community are then captured through an episode of the series.
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Swae Lee spotlights what makes an Oxford football weekend unlike any other in the first episode. Upcoming episodes will feature football communities in Dallas, Tallahassee, Baton Rouge, Phoenix and Kansas City, with additional Crown Quarterbacks announced along the way.
The Canadian whisky brand is owned by drinks giant Diageo. Crown Royal was created in 1939 to honor a visit by King George VI and Queen Elizabeth to Canada. The brand has established a significant presence in US sports marketing in recent years, tapping into the country’s football culture to reach consumers during the season.
The “Royal Rituals” series will roll out across the football season, with each episode timed to spotlight a different city and its game-day customs.
