• by Teresa Buyikian , January 24, 2025

One of the most famous street in the world is getting a Super Bowl makeover courtesy of the NFL’s official spiced rum partner.

This week Captain Morgan  Spiced Rum announced its Super Bowl festivities, which celebrate the spirit of the Big Easy.

The new effort is teased here on Instagram, with a short video showing a Captain Morgan street team running around slapping “Rum Street” signs over all Bourbon Street signage.

Activities for the “Rum Street” campaign will kick off Feb. 6, with Captain Morgan’s street teams distributing $10 a person to the NOLA crowd to spend at Bourbon Street establishments. The brand will also host a live concert at Rum Street Headquarters (on Bourbon Street) with Grammy Award-winning rap star T-Pain on Feb 8. The teams will also hoist a “Rum Street” flag, apparently visible to attendees on the ground or watching on TV, which will give fans the opportunity unlock prizes and “unexpected adventures.”

"Fans have been able to unlock epic adventures all season long when they Follow the Captain. From tailgates at sea to our first-ever merch drop collab …, it's all been leading up to this moment," said Anne Nosko, vice president, Captain Morgan, in the announcement. " 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."

Fans can follow along on the brand’s Super Bowl weekend festivities by visiting FollowTheCaptain.com, which will reveal new activities and promotions leading up to the game.

The brand also announced an exclusive big game merch drop with KidSuper, marking the second collaboration between the brands. A New Orleans-themed crewneck will drop on Feb. 7 on KidSuper.com. Also on site at the game, the Captain Morgan ship will be at the Bullseye Tailgate, serving rum cocktails to those fans age 21 and over.