Crown Royal and Sports Illustrated Launch Game Day Rituals Series

The episodic series features host Juju Adams alongside a rotating cast of celebrity "Crown Quarterbacks," starting with Mississippi-raised artist Swae Lee. The premiere installment highlights Oxford, Mississippi, documenting regional staples like the late-night "chicken-on-a-stick" tradition and local game-day style. Each episode is designed to capture the unique identity of a specific football community, showcasing how fans integrate the brand into their local celebrations.

Beyond the screen, the brand is expanding its physical presence with the return of the Crown Royal Rig—an 18-wheeler featuring two oversized whisky casks—and the debut of a smaller mobile unit. These stops serve as hubs for line dancing, custom cocktails, and the Purple Bag Project, an initiative that has assembled over 1.5 million care packages for military service members to date. According to James Valdes, Director of Crown Royal, the project aims to honor the shared experiences that connect fans to their teams and to each other.