Crown Royal Expands NFL Tailgate Tour With Fan Seat Upgrades and Military Support

Crown Royal is taking NFL game days to the next level with a nationwide Rig tour that brings ticket upgrades with legendary tailgates and charity initiatives straight to football fans.

The Crown Royal Rig (A Rolling Game Day Celebration)

This season, the iconic Crown Royal Rig, a massive 18-wheeler featuring two XXL Double Wood casks, travels to marquee NFL cities, serving as the centerpiece of fan engagement. The rig’s special Royal Seat feature invites fans to climb aboard, snap photos, and try their luck honking the famous horn for a chance to win premium ticket upgrades. If lucky winners don’t already have a ticket, Crown Royal covers entry, turning game day into a once-in-a-lifetime experience for even more fans.

Taylor Rooks and NFL Legends Bring the Party

For the fifth consecutive year, Crown Royal deepens its NFL partnership through high-profile collaborations. Emmy-nominated sports journalist Taylor Rooks joins as “Passenger Princess,” teaming with NFL legends like Tony Gonzalez at tailgate stops to host meet-and-greets, cocktail hours, and memorable celebrations. Together with the Rig, they turn small game day moments into big wins—boosting excitement and generosity across the league.

Giving Back (The Purple Bag Project)

True to its spirit of generosity, Crown Royal continues its longstanding Purple Bag Project, inviting fans to pack Crown Royal bags with wellness essentials for active-duty military overseas in partnership with Packages from Home. Last season, football fans contributed more than 10,000 purple bags for troops—and with every stadium stop, the initiative’s impact grows. Fans can also join virtually by tracking bag tallies online or joining special giveaways.

Premium Fan Perks and Enduring NFL Partnership

By merging meaningful engagement with exclusive perks like seat upgrades and personalized experiences, Crown Royal builds a deep connection with NFL communities. The Rig tour enhances its presence with LED signage, digital activations, and high-visibility branding at stadiums—all supporting the mission to “make every game day royal”.

James Valdes, Director of Crown Royal, said:
“Generosity has always been at the heart of our brand purpose, and we’re proud to celebrate our fifth year as the official whisky sponsor of the NFL, hitting the road with Taylor Rooks and NFL legends to share that spirit with fans across the country.”

From Kansas City to New Orleans, the Crown Royal Rig tour proves that for NFL fans, game day is about more than football—it’s about coming together, celebrating generosity, and making memories that last long after the final whistle.