Raise Your Glass to Hockey’s Unsung Heroes with Crown Royal’s New Campaign

This hockey season, Crown Royal is putting the spotlight on the real MVPs—those behind-the-scenes heroes who make Canada’s favorite sport truly legendary. From blocking shots to restocking the bar cart, Crown Royal is celebrating the acts of generosity that fuel the game with its exciting new campaign, That Deserves a Crown.

Kicking things off with hockey legend Curtis Joseph in a heartfelt spot honoring the “Glue Guy,” Crown Royal is partnering with TSN’s BarDown to launch year-long initiatives, including the exclusive Crown Royal Cards. Designed by Canadian artist Eric Pond, these cards let fans say “thanks, bud” to teammates and hockey lovers alike. Perfect for gifting with a bottle of Crown Royal, they’re available free at select liquor stores or online while supplies last.

Whether you’re cheering in the stands or hosting game night, it’s time to raise a glass to hockey’s absolute beauties. Head to crownroyal.ca to learn more and grab your Crown Royal Cards. Because in hockey, as in life, generosity deserves a crown! —Vita Daily