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Captain Morgan turns Bourbon Street into Rum Street
By Lauren BowesDiageo-owned rum brand Captain Morgan will take over New Orleans’ famous party street to coincide with Super Bowl LIX.

The rum brand is the official spiced rum sponsor of the NFL, which will host this year’s Super Bowl on 9 February.
Diageo was the NFL’s first official spirits sponsor in 2021.
Rum Street will serve as the ‘unofficial official most fun’ destination for the event, beginning on 6 February with a celebration of the city’s French Quarter for any who choose to ‘follow the Captain’.
The party will culminate with a performance by rapper T-Pain on 8 February.
“Captain Morgan is taking Bourbon Street to another level and, as far as legends go, it takes one to know one,” said T-Pain. “Get ready, New Orleans: Rum Street is going to bring the party like no other.”
Partygoers will receive US$10 to spend at Bourbon Street establishments. There will also be opportunities for prizes and ‘unexpected adventures’ once the Rum Street flag is hoisted.

For those unable to head to Rum Street in person, Captain Morgan will drop exclusive merchandise in collaboration with fashion designer KidSuper on 7 February.
“Fans have been able to unlock epic adventures all season long when they ‘follow the Captain’,” said Anne Nosko, the brand’s vice president. “From tailgates at sea to our first-ever merch drop collab with KidSuper and Victor Cruz, it’s all been leading up to this moment.
“We’re celebrating the biggest weekend in sports with our biggest adventure yet on one of America’s most iconic streets. People come to Bourbon Street for memorable experiences with their crew and that’s what we’ll give them when they step onto Rum Street.”
The brand will also have activations elsewhere in New Orleans, including at the NFL Honors and as part of the ‘ultimate Gameday Experience’ at Caesars Superdome.
Captain Morgan’s ship will also make an appearance at the Bullseye Tailgate.
Last year, the rum brand partnered with Pepsi to create a ready-to-drink serve.
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