Crown Royal announced that it partnered with a Dallas Cowboys legend for its annual Kick Off with Crown (KOWC) campaign, a November-long initiative that supports numerous communities while also providing football fans with gameday hosting tips.
This year, the whisky brand teamed up with former Cowboy linebacker and NFL Hall-Of-Famer, DeMarcus Ware, who shared his favorite gameday items with football enthusiasts across the country via Instacart.
Included in Ware’s custom-curated shopping cart are some light bites like chips and dip, as well as all of the necessary ingredients to make the football great’s signature Crown Royal cocktail, “The America's Sweet Tea.”
Ware is not the only NFL legend that the whisky company enlisted for its campaign, as Jamaal Charles, AJ Green, Deuce McAllister, Fred Taylor, Joe Thomas, Andrew Whitworth and Vince Wilfork will all be curating their own signature cocktail recipes to help “take watch parties to the next level,” according to Crown Royal.
"As a long-time partner, I am excited to work with Crown Royal for another NFL season and give fans the inside scoop on some of my favorite gameday items," said Ware. "There's no better feeling than generously opening your home to host family and friends on gameday and I am thrilled to join other NFL Legends as we share our favorite drinks and tips for all the hosts out there."
As part of the initiative, and in an effort to “host the people who selflessly serve others day in and day out,” Crown Royal says that it plans on treating select Feeding America volunteers to a special gameday watch party ahead of Thanksgiving.
Amidst the season of giving, the drink brand adds that it will also be donating $250,000 to the nonprofit food bank organization, with $25,000 of the donated funds going towards the North Texas Food Bank in Plano.
"We're thrilled to be back for year three with the NFL and to be launching during this pivotal holiday season when we can truly give back to the people who deserve it most," said Tatiana Conti, VP of Crown Royal. "Hosting at its essence is an act of generosity and we are excited to have amazing partners whose missions align with the Crown Royal brand. We are excited to collaborate on ways that allow us to give back when people need it most."