Immersing Brands in Culture: Celebrating American Football All Year Round

We have proudly supported American Football for years to create exciting and engaging game experiences for fans, both in the availability of our products, and through our activations.

Our brands lit up the 2025 NFL season with over 24 team partnerships; we were there from the first Draft pick to the final whistle. Across stadiums and fans zones nationwide, we delivered high-impact activations, creative cocktail moments and authentic community engagement.

At the NFL Draft in Green Bay, fans experienced walkthrough activations from Crown Royal, Captain Morgan, and Smirnoff, including Crown Royal’s first-ever Hall of Heroes program where the brand hosted 32 military veterans for a curated experience throughout the Draft. And Captain Morgan celebrated loyal fans in its fifth year as presenting partner of the NFL Fan of the Year programme.

Crown Royal’s 60-foot Royal Rig travelled to nine NFL stadiums, bringing its spirit of generosity to life through signature cocktails, custom giveaways, and packing Crown Royal purple bags for the military. This year, the Crown Royal Rig also added the Royal Seat: giving NFL fans who spot the Rig on tour a chance to climb in and the chance to receive premium ticket upgrades.

All season long, our brands fuelled celebration and community with game-day moments, drawing standout crowds.

And our Responsible Drinking campaign ran for a second time throughout the season. The media plan included television, radio spots with NFL commentators and media partnerships with ex-players – collaborating with NFL clubs to reach fans in stadiums, along with on the ground activations. Partnering with Mothers Against Drunk Driving, the NFL and Uber “Take a Minute. Make a Plan” campaign encouraged fans to plan their journeys home and never drive impaired. Digital activations extended the message across the country, culminating at the Super Bowl.

Super Bowl LX

In its sixtieth year, the Super Bowl is a cultural and sporting phenomenon enjoyed by people around the world. For over five years we’ve reinforced the spectacle of Super Bowl to its diverse audience and celebrated the pinnacle of American football.

This year our brand activations took the energy and experience of the Super Bowl outside the stadium and brought excitement throughout the streets of San Francisco.

This season our brands activated like never before, and that momentum didn’t stop for Super Bowl, our iconic portfolio scored big for the celebrations. The Super Bowl is a culmination of all the work that our teams, retailers and distributor partners have done over the last seven months across the country to celebrate this incredible sport and more importantly celebrate the fans."

Rick Pineda

Vice President for Global Sports Marketing

Ready P’al Show

In homage to its proud Mexican heritage, Don Julio celebrated Latino game-day rituals with out-of-home activations utilising the iconic San Francisco streetcars for the campaign. Trollies turned heads around the city, marking that game weekend had begun with Mexico’s original luxury tequila in town.

Kicking off the pre-game with a social series, ‘Ready P’al Show’, hosted by Puerto Rican superstar Young Miko and comedian Druski, Don Julio highlighted Latino game day rituals with craft tequila cocktails, including new serve the Don Michelada, as it continues its ambition to take Mexican culture around the world.

We do game days

In collaboration with NFL-licensed fashion designer Aleali May, the world’s number one vodka brand Smirnoff met fans at the intersection of sports, fashion and culture.

Unveiling an Aleali May jacket, the limited-edition release marked Smirnoff’s first merchandise giveaway with the NFL, as the league’s official vodka sponsor. Consumers had the chance to see the mobile fashion showcase and win a varsity jacket and trip to the Super LX, presented by May on a Smirnoff trolly.