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Crown Royal® Blended Canadian Whisky and Legendary Coach Jimmy Johnson to Bring Fans From Backyard to Big House in First-Ever Crown Royal Jimmy Bowl

NEW YORK, Aug. 19 /PRNewswire/ -- While more than 100,000 football fans will attend the big game in February, only two fans, and their team of four friends, will hit that same turf for the first-ever Crown Royal Jimmy Bowl. The Jimmy Bowl is a game where pageantry is set aside and die-hard football fans show their true skills, all while taking tips from two-time world champion coach Jimmy Johnson.

Crown Royal, with the help of Johnson, will be on a search for fans with a sheer determination and passion for winning and celebrating responsibly. In case fans' football skills are a bit rusty, Johnson will provide some of his best training tips for football, and life, in a series of 10 vignettes housed at CrownRoyal.com/Football.

With titles ranging from "Positive Thinking," "Jimmy Johnson's Hair," "End Zone Dances" and "Longevity," Johnson shows off his vast improvisation skills in a locker-room setting. The sports commentator also takes on those critical of his signature white hair, in the "Jimmy Johnson's Hair" video, where he reassures viewers that his hair's "perfect" and others' hair styles could be compared to those of a "mop top" and "rag muffin." In another spot titled "End Zone Dances," the coach displays some moves that might be too hot for TV including "Touchdown Year 2185" and "All the Unwed Women," which plays off the widely-parodied video for "Single Ladies."

"I've been fortunate enough in my career to coach some of the biggest names at the most legendary fields, but nothing will top having my own bowl game," Johnson said. "I'm looking forward to yelling plays from the sidelines and hope every football fan 21 and older visits CrownRoyal.com/Football to enter the most exciting bowl game around – the Jimmy Bowl. Since not everyone will have the skill it takes to make it to Dallas, it's important that all adult fans remember that whether cheering for their team from home or tailgating, please drink responsibly and assign a designated driver."

In addition to playing at the state-of-the-art facility and being mentored into a football mastermind by Johnson, the two lucky winners will each bring four of their friends on an all-expenses-paid trip to Dallas. Each team will receive a VIP tour of the stadium, meet the world-renowned cheerleaders, enjoy a celebratory meal and watch footage of their game on the Jumbotron.

"It is a great feeling to know we are going to provide two Crown Royal enthusiasts and their four friends an once-in-a-lifetime opportunity to take their backyard game of flag football to the first ever Jimmy Bowl," said Yvonne Briese, Crown Royal marketing director. "A coach of two world championship teams, Jimmy has his fair share of victory celebrations under his belt, and we are proud to have him show participants of the Crown Royal Jimmy Bowl, and all football fans, how to celebrate responsibly."

Adult fans that think they have what it takes to do a victory shuffle in the end zone in front of one of the most fanatical football enthusiasts around can get to Dallas by uploading a 45 seconds or less video that shows what they've learned from Johnson's inspirational training videos, or by writing a 100 words or less heartfelt essay as to why he should pick them as one of the lucky winners.

Entries will be accepted through Nov. 30, 2010, which gives fans the opportunity to create their video in the presence of family and friends after the big meal on Thanksgiving, and most importantly with pigskin playing in the background on the TV. For official contest rules and regulations, adult consumers are encouraged to visit CrownRoyal.com/Football. Online fans can also get tailgating recipes that feature Crown Royal, learn more about Johnson and check out their competition by viewing others' entries.

Johnson is part of an overarching effort by Crown Royal to develop and implement programs designed to create awareness of responsible drinking among adult football fans and tailgaters

About Crown Royal

Crown Royal® blended Canadian whisky is the number one selling Canadian whisky brand in the US by value and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal Canadian whisky's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. The Crown Royal Company is a primary sponsor of the No. 17 Roush Fenway Ford Fusion driven by Matt Kenseth. For more information visit www.crownroyal.com.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (DGE).

For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

CROWN ROYAL Blended Canadian Whisky.  40% Alc./Vol. ©2010 The Crown Royal Company, Norwalk, CT.  PLEASE DRINK RESPONSIBLY

Contacts:

Gillian Cook

Nicole Anastasi


Diageo

Taylor


(646) 223-2326

(704) 796-9992


gillian.cook@diageo.com

nanastasi@taylorpr.com



SOURCE Crown Royal

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