Crown Royal reminds football fans that moderation and hydration on game day is always a good play

With the launch of its newest responsible drinking initiative – “Hydrate Generously” – Crown Royal is proud to dedicate 100% of ad spend to promote game day moderation and reward fans’ responsible consumption with charitable contributions.


Crown Royal is kicking off the 2017 football season by reminding fans that moderation and hydration are critical to enjoying the big game – whether at home or in-stadium. “Hydrate Generously,” the newest campaign from Crown Royal, harnesses fan passion to promote responsible game day consumption by reinforcing the importance of always drinking in moderation and hydrating between drinks.

The “Hydrate Generously” campaign launched with a nationally televised 30-second advertisement during the first football game of the season on September 7, 2017, with repeat airings scheduled throughout the year, making Crown Royal the first spirits brand to advertise during a regular season NFL game.

Throughout the season, football fans will be introduced to the Water B.O.Y.S. (Beverage Offsetters at Your Service), Crown Royal’s real-life squad of hydration specialists who tackle the important job of reminding fans and spectators to moderate their game day consumption and drink water between drinks – at the tailgate, in the bar and in the stands.

“Hydrate Generously” goes the extra yard through a partnership with, a charitable organization within the Chris Long Foundation that has funded 24 life-sustaining water wells for East African communities to date. Crown Royal will help fund the organization’s 25th and 26th wells by donating $45,000 to kick off the season, and by rallying fans to help raise another $45,000 by donating one dollar for every use of #HydrateGenerously and for every bottle distributed at stadiums, tailgates, and sports bars by the Crown Royal Water B.O.Y.S. throughout the season.

Sophie Kelly, Senior Vice President of North American Whiskeys at Diageo, said: “Pro football is America’s favorite sport, the most-viewed programming on TV and one of the top occasions for responsible consumption of alcoholic beverages.

With so many fans paying attention, we saw an opportunity to do something that no brand has done before and take our longstanding social responsibility commitment to the masses, reminding fans to celebrate in moderation in a way that’s rooted in the energy, spirit and intensity of the game itself.”

Crown Royal, and its parent company Diageo, has pioneered a number of social responsibility campaigns across professional sports leagues – including basketball, motorsports, horseracing, football, hockey and rodeo – that promote awareness and education about responsible drinking. These programs include designated driver events and public service announcements featuring star athletes, free taxi cab vouchers from high-profile events and safe transportation through unique ride-sharing programs.

The “Hydrate Generously” campaign is part of Crown Royal’s ongoing “Live Generously and Life Will Treat You Royally” platform. For more information on Crown Royal’s other initiatives, visit