The Crown Royal Rig hits the road with Taylor Rooks
Diageo-owned Crown Royal is taking its 18-wheeler on a tour across NFL stadiums this season with Emmy-nominated sports broadcast journalist Taylor Rooks.
The purple-coloured Crown Royal Rig, an 18-wheeler hauling two XXL Double Wood casks, will make stops at NFL games at 10 US cities this fall.
Now in its fifth year as the official whisky partner of the National Football League (NFL), Crown Royal has partnered with Rooks as its ‘Passenger Princess’ to surprise fans at major NFL matchups, offering a chance to receive premium game day seat upgrades.
James Valdes, director of Crown Royal, said: “This season, we set out to discover fresh ways to give back to fans and turn small moments of connection into big wins that enhance the game day experience.
“Generosity has always been at the heart of our brand purpose, and we’re proud to celebrate our fifth year as the official whisky sponsor of the NFL, hitting the road with Taylor Rooks and NFL legends to share that spirit with fans across the country.”
This year, the Crown Royal Rig has introduced the Royal Seat as a new feature. NFL fans who visit the rig on tour can climb in, take photos, and try their luck at honking its horn. Those who succeed will receive premium ticket upgrades to enhance their game day experience.
Rooks said: “Let’s be real, the fans are the real MVPs (most valuable players) of game day. They bring the vibes and make sure the energy is high from the tailgate to the stadium, providing the type of support that teams count on every week. I’m so excited to join Crown Royal in their generosity as they help fans make their game days unforgettable.”
On Sunday, 28 September, Rooks joined NFL legend Tony Gonzalez at the Crown Royal Rig stop in Kansas City, Missouri.
The duo enjoyed signature cocktails, celebrated with lucky fans who received seat upgrades, and participated in the Purple Bag Project. This longstanding initiative, in partnership with Packages from Home, provides active military personnel overseas with wellness essentials packed in Crown Royal bags.
In addition to Kansas City, the rig has already stopped in Cleveland and Cincinnati, Ohio, as well as in Minnesota.
The next stop for the convoy is Detroit, Michigan, on 20 October. NFL fans can also spot the Crown Royal Rig this fall in New Orleans, Louisiana; Green Bay, Wisconsin; Houston and Dallas, Texas; and Jacksonville, Florida.
This summer, the Canadian whisky brand partnered with Tanner Adell, Miguel Harichi, and Juicy Couture for its ‘Crown Royal Pancake Palace’ campaign. The brand also added a limited edition chocolate variant to its flavoured range.
In August, Diageo announced its plans to shut down its Crown Royal bottling facility in Ontario by February 2026 as part of its cost-saving Accelerate programme.
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