Captain Morgan Unveils New Fan Challenge Across 12 Cities

Captain Morgan is electrifying the 2025 football season with its new campaign, The Captain’s Challenge, inviting fans across America to rally their crew, embrace spontaneous moments, and transform game day into the week’s most unforgettable adventure. Fusing the vibrant spirit of football fandom with Captain Morgan’s signature flair for rebellious fun, The Captain’s Challenge elevates every friendly rivalry, turning them into citywide quests for bragging rights, custom prizes, and epic experiences.

The Captain’s Challenge: How It Works

Throughout the season, West Wilson, reality TV breakout star, on-air host, and sportswriter, will lead The Captain’s Challenge as it pops up at tailgates and cities nationwide. Wilson and his crew will invite fans to compete in interactive challenges that reward bold, in-the-moment choices: “You never know what The Captain’s Challenge is going to throw at you—but that’s the point,” Wilson says. “This football season, it’s all about how your crew shows up when the pressure’s on. I’m hyped to lead the charge—because after all, no tailgate is complete without Captain Morgan.”

The campaign’s rules are simple: spot the challenge, rally your crew, and compete for your city’s glory on select weekends from September through November. Prizes include exclusive Captain Morgan gear, stadium tours, club tickets, sideline passes, and even VIP tailgating experiences or surprise game-day events.

The Captain’s Challenge Tour — Coast to Coast Rivalries

The Captain’s Challenge tour is dropping anchor in over a dozen cities, including Bloomington, Knoxville, Baton Rouge, Boulder, Ann Arbor, Columbia, Rutgers, Jacksonville, and Los Angeles, bringing pop-up challenges and tailgate energy to iconic football destinations. At each stop, teams of four compete in interactive puzzles and contests, with every win earning a point for their city. The top city at season’s end wins an ultimate Captain Morgan celebration—and bragging rights for the year.

Follow the action and leaderboard updates at The Captain’s Challenge hub, where new cities, events, and surprises are revealed each week.

End-of-Season Super Bowl Surprise

The excitement isn’t just for the regular season: at the end of 2025, Captain Morgan is planning something massive—the Super Bowl LX x Captain Morgan Experience, featuring an over-the-top celebration and electric performance in one lucky winning city, extending the campaign’s energy right through the biggest game of the year.

Bigger Than Football: Challenge Culture and Community

“Challenge culture” is at the heart of the campaign—tapping into the rising trend where fans, friends, and family bond over unpredictability, shared moments, and outdoing each other with memorable stunts. “We’re giving crews a reason to shake up their game day rituals with a fun detour that can turn into unforgettable moments, the kind they’ll be talking about long after the final whistle,” explains Anne Nosko, Vice President at Captain Morgan.

The message? “Captain While You Can”: embrace unexpected adventures, accept the challenge, and make every weekend legendary.

How to Join the Fun

No purchase is necessary; participants must be 21 or older to compete at promotional events and sweepstakes in select cities. For complete event dates, participating cities, contest rules, and prize details, visit the official Captain Morgan site and follow @CaptainMorganUSA on Instagram.