• by Teresa Buyikian , September 23, 2026

Crown Royal has teamed up with Sports Illustrated for a football season effort that spotlights the many traditions embraced by fans on gameday: “Royal Rituals,” a continuation of Crown Royal’s “Bring It” creative platform.

The highlight of the effort is an c co-created with Sports Illustrated, each of which will feature a different “Crown Quarterback" -- a celebrity from Crown Royals’ roster with a tight connection to their football community.

Sports journalist Juju Adams hosts the first installment, seen here, where she meets the first Crown Quarterback, artist Swae Lee in his hometown of Oxford, Mississippi (see photo above). The two explore the various traditions followed by Oxford’s football community, including the town’s late-night chicken-on-a-stick snack, along with gameday fashions and parties.

“’Royal Rituals’ gives us a chance to celebrate the many ways fans show up for their teams, their communities and one another,” said  James Valdes, brand director of Crown Royal. “From customs passed down through generations to the moments shared every game day, it's what people bring that makes the occasion so special.”

More episodes featuring different Crown Quarterbacks will run via social throughout the season, with episodes in Dallas; Tallahassee, Florida; Baton Rouge; Phoenix and Kansas City, Missouri.

Those cities will also be stops for the Crown Royal Rig, which has been deployed for its third football season with pop-up tailgate parties. In addition to the 18-wheeler, which brings two oversized Crown Royal Double Wood casks, this year the brand is roiling out a second Crown Royal Mini Rig, both of which feature line dancing and cocktails. Certain stops will benefit the brand’s Purple Bag Project, which provide care packages to militart service members.