Increase in-market sales, drive brand awareness and build community integrations with a focus on military support during the 2019-2020 season.

Crown Royal is a blended Canadian whisky brand within the Diageo portfolio that follows the motto “live generously and life will treat you royally.”

In partnering with the Sacramento Kings, Crown Royal aimed to drive brand awareness, build community integrations and increase in-market sales. Through co-sponsored community initiatives, such as The Purple Bag Project which provides care packages for troops overseas, the brand also sought to act as an agent of change and make an impact in the military community.


To support their objective of driving brand awareness, Crown Royal received in-game signage throughout Golden 1 Center including on the highly trafficked concourse, courtside, as well as on the large digital screens affixed to the outside of the building at the Grand Entrance. The two brands also worked to create a co-branded social media content series which showcased key moments in Kings history.

Assembly, a premium lounge space inside Golden 1 Center, has been entitled by Crown Royal and serves as a key avenue for driving brand awareness and recognition. This club, which features Crown Royal branding throughout, is open for most Golden 1 Center events and is used and seen by over 700 premium fans on game days. The Crown Royal name and logo are featured prominently in all mentions of Assembly, including special event advertising, website inclusions and Sacramento Kings/Golden 1 Center social media.

The 2019-20 season partnership featured a cocktail competition in which local bartenders were invited to Assembly by Crown Royal to develop unique cocktails for the chance to have their recipe featured on the premium club menu. In addition to the products that were sampled during the competition, Diageo also held product sampling during more than 10 home games during the season.

Activating the Purple Bag Project, an opportunity for Kings fans and staff to create care packages for troops overseas, during home games proved popular as the activation was held 6 times on the arena concourse during the 2019-20 season. During the Kings Annual Season of Doing Good, Kings employees joined forces with Crown Royal to pack over 4,000 bags for the Purple Bag Project. Additionally, as part of the project, military honorees were recognized on court during select home games.


Through their partnership with the Sacramento Kings, Crown Royal grew their sales in-venue while gaining awareness for their brand. Additionally, they impacted thousands of military members through community initiatives such as the Purple Bag Project. The brand visibility helped drive increased consumption of Crown Royal as well as additional Diageo portfolio brands.

Through their 2019-20 partnership, Crown Royal achieved the following results:


Total Impressions on Golden 1 Center Digital Signage


Total Engagements on Social Content Series


Increase in Diageo Liquor Sales from 2017-18 to 2019-20


To best amplify their brand and boost sales in the Sacramento market, Crown Royal utilized the following platforms:


*Within Local Eats Concession Stands

  • Entitlement of Premium Lounge Space
  • Co-branded in-lounge menus
  • Product sampling
  • In-arena digital signage
  • OOH signage
  • Local bartender cocktail competition for menu inclusion
  • Community engagement through the Purple Bag Project
  • Social media “Top 5” content series
  • Virtual cocktail-making class