Diageo North America celebrates the advancement of talent and sports across the HBCU community

Diageo North America celebrates the advancement of talent and sports across the HBCU community

11 Dec 2023

Diageo North America -along with its brands CÎROC, Crown Royal, Tequila Don Julio and Tanqueray- returned to New Orleans as the official spirits partner of the 50th Annual Bayou Classic, celebrating the legacy and longstanding traditions surrounding Historically Black Colleges and Universities (HBCU) football ‘classics’ in the U.S.

Over Thanksgiving weekend, more than 300,000 people descended upon New Orleans, Louisiana for one of the biggest reunions across the HBCU network, bringing families, friends and alumni together to celebrate the advancement of this community through talent and sports. The epic event showcases the continued growth and strength of HBCU football and the impact HBCU culture has, welcoming fans in a home-like atmosphere that captures the essence of this vibrant and rich tradition.

The Bayou Classic is bigger than just a football game, and Diageo was proud to support for second consecutive year these schools during the Bayou Classics’ 50th year by inviting both presidents from Grambling State University and Southern University on field for a check presentation before the big game to celebrate the additional $50,000 grant to each school to create endowment funds and provide financial aid to deserving students.

Diageo and Presidents at 50th Annual Bayou Classic

“We are proud of our partnership with institutions like Grambling State University and Southern University that share our commitment in shaping a more equitable society. To date, Diageo has contributed over $11 million to create permanent endowments at 29 HBCUs and MSIs (Minority Serving Institutions) across the U.S. as we look to provide future diverse leaders with employable skills and champion them to success.” -  Dr. Danielle Robinson, Director of Community Engagement and Partnerships, Diageo North America.

Living up to values of celebrating life everywhere, everyday, Diageo has also demonstrated its commitment to the broader State of Louisiana giving over a million dollars since 2021 to hospitality organizations and higher education institutions with an aim to help shape a more diverse and equitable society for all.

View further information on Diageo’s commitment to championing inclusion and diversity, and the company’s larger ‘Society 2030: Spirit of Progress’ 10-year ESG action plan.