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The award-winning whisky brand returns to RODEOHOUSTON as an official sponsor to showcase and giveback to those who keep rodeo culture thriving

HOUSTON, /PRNewswire/ — Award-winning whisky brand Crown Royal returns to the 2024 Houston Livestock Show and Rodeo™ as a title sponsor to celebrate the rich culture in Houston surrounding the rodeo. This year, Crown Royal has teamed up with Houston Legend Bun B to kick off the rodeo festivities. The brand also debuted the Crown Royal Saloon & Showroom, which spotlighted rodeo fashion and encouraged rodeo-goers to “tip their hat” to the local artisans who continue to keep rodeo culture from fashion, music, design and more, thriving. Rodeo goers are invited to visit the Crown Royal Saloon & Showroom during Go Tejano Day weekend (March 8 – 10) and pay homage to the pioneers of rodeo fashion and culture.

On February 29, Crown Royal kicked off the rodeo festivities with Houston native, Bun B, and hosted “Hats Off to Houston,” an intimate dinner attended by the city’s tastemakers and fashion trendsetters. The celebration raised a glass to the Houston legend and the local artistry that is at the heart of Houston’s rich culture.

“Nobody does rodeo better than Houston,” said Bun B. “I’m excited to partner with Crown Royal and open RODEOHOUSTON with some of my closest friends who inspire some of my creativity. From the music, arts, food and fashion, I am excited to tip my own hat to those who keep Houston and rodeo culture and lifestyle alive.”

Over Black Heritage Day weekend (March 1 – 3), the brand officially opened the Crown Royal Saloon & Showroom at the Houston Rodeo showcasing local artisans, honoring the originators of Black and Tejano fashion and western culture. The brand enlisted social media viral sensation Maurice Kamara of The People Gallery as the brand’s fashion correspondent, capturing the evolving fashion at RODEOHOUSTON, including interviewing rodeo goers and performers like Bun B on their outfit inspirations.

Rooted in its ethos of generosity, Crown Royal will donate up to $20,000 to Magpies and Peacocks, tipping its hat to the nation’s only 501 (c)3 non-profit design house dedicated to the collection and sustainable reuse of post consumer clothing, throughout Black Heritage Day weekend and Go Tejano Day weekend. Their sustainability efforts will show up through various moments at the Saloon & Showroom, with one of a kind reimagined Crown Royal purple bag hat bands as well as a visual merchandise display showcasing the rising popularity of western wear. Throughout the two weekends at The Crown Royal Saloon & Showroom, guests 21+ can share a symbolic hats off gesture or visit @CrownRoyal on Instagram to trigger a $1 donation to Magpies and Peacocks**.

Crown Royal is proud to sponsor The Houston Livestock Show and Rodeo and to align with an organization that promotes agriculture by hosting an experience that educates, entertains and supports Texas and Western heritage. As a brand, Crown Royal continues to mine for innovative ways to reinvest in this important community.

“Crown Royal has had the pleasure of working with many legends – from sports to music and more. The Houston Rodeo is no different and we’re honored to be able to sponsor this iconic event each March,” said Hadley Schafer, VP, Crown Royal. “What better way to kick off Rodeo other than with Houston legend, Bun B? Local partnerships are at the heart of the brand. We’re excited to lend our platform to local artists and tip our hats to the next generation.”

No matter how you decide to celebrate the rodeo season this year, please drink responsibly.

SOURCE Crown Royal

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