Crown Royal partners with Uber Eats to reward delivery drivers

Diving brief:

  • Crown Royal, a Canadian whiskey owned by Diageo, has teamed up with Uber Eats and retired NFL safety Ed Reed to match advice given to couriers on the delivery app an hour before kickoff Sunday dispatch for 1 p.m. games in select cities, according to a news release.
  • The move is the latest in the brand’s ongoing “Kickoff With Crown Royal” campaign, which is now part of Diageo’s business supporting its NFL sponsorship. This season, the brand has pledged to donate $1 million to hospitality workers and the military.
  • The 2022 season marks Diageo’s second as the NFL’s first official spirit sponsor. Throughout the season, fans will be able to hear the couriers’ matchday stories on and the brand’s Instagram channel.

Overview of the dive:

Before its parent company Diageo became an official sponsor of the NFL, Crown Royal already had a strong relationship with the league. In 2017, it became the first liquor brand to advertise during a televised NFL game. Having become an official sponsor, it has only become more involved by launching programs such as “The Crown Royal Water Break”, which encourages drinking in moderation. While some brands marketing around the NFL are changing their approach this year, Crown Royal is sticking to a strategy of supporting service industry workers.

Crown Royal is looking to reward delivery drivers this NFL season. Between September 11, 2022 and January 8, 2023, Crown Royal and Uber Eats are offering gratuities of up to $5 on orders delivered between 12 p.m. and 1 p.m. ET in Dallas, New Orleans, Kansas City, Indianapolis, Minneapolis , Charlotte, North Carolina. , and Green Bay, Wisconsin, on NFL Sundays. The initiative is being promoted by a spot featuring Pro Football Hall of Famer Ed Reed showing him surprising lucky delivery drivers with tickets to their favorite team’s regular season opener.

The spirits brand’s NFL advertising campaign has largely focused on giving back to the hospitality industry. In 2021, the brand donated $50,000 to the Southern Smoke Foundation, which financially supports players in the service industry. This year’s initiative closely follows that one, but includes an additional partnership with Uber Eats.

Although it became an official sponsor in 2021, Diageo’s sponsorship is stepping up a gear this season. Crown Royal is one of the conglomerate’s “flagship” brands for sponsorship, which also includes Smirnoff Vodka and Captain Morgan Spiced Rum. The focus on spirits comes as consumers begin to look beyond beer for alcohol options. Recently, Anheuser-Busch InBev, the NFL’s official beer and seltzer sponsor, announced that it would end its Super Bowl alcoholic beverage advertising exclusivity, which it has held for over of three decades.

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