Diageo's "Show Your HBCU Spirit" Initiative
Announces Homecoming & Classic Activations and Continues
its Ongoing Scholarship Distributions
NEW
YORK, Oct. 18, 2024 /PRNewswire/ -- Diageo
North America continues to celebrate Historically Black Colleges
and Universities (HBCUs) with unique and engaging activations at
Homecomings and Classics throughout the 2024 fall season. Together
with its brands Casamigos, Crown Royal and Guinness, Diageo is
honoring HBCU culture and the longstanding traditions of Homecoming
at Howard University in Washington, DC, and football Classics in
Alabama and Louisiana.
"We are thrilled to continue our support of the HBCU community
and its rich Homecomings and Classics traditions across many of our
partner institutions," said Stephanie
Childs, EVP, Corporate Relations, Diageo North
America. "HBCU culture is thriving, with graduates from these
esteemed establishments making impactful contributions to society
and business. We are proud to celebrate their achievements and
traditions again this season."
In addition to celebrating Homecoming and Classic season at
HBCUs, Diageo's support via endowments at 29 HBCUs across the
country continues to provide financial support to future leaders
(unlike grants, endowments provide a permanent stream of interest
capital for scholarships). In 2023, interest from these endowments
generated over $400,000 in
scholarship funds distributed to future leaders, supporting their
academic journeys. This cycle will happen annually as interest
accrues from the various endowments.
HOMECOMING & CLASSIC ACTIVATIONS
Festivities kick
off in Washington, DC on
Friday October 18th, where
Diageo will salute Howard alumni and next generation changemakers
at the black tie Alumni Bison Ball, hosted by the HBCU alumni
collective, Homecoming at the Mecca. The celebration of Black excellence
continues the following day at the "Off The Yard" tailgate
festival, where Diageo will toast each honoree's impact and
impressive achievements. More than a party, this is a chance to
recognize decades of trailblazers committed to scholarship and
service during a reunion that welcomes all Bisons back home.
On Friday October 25th,
football fans and alumni will gather in Birmingham, Alabama for one of the largest
HBCU classic football games in the country. As Alabama A&M University and Alabama State University prepare to face off,
Diageo will proudly serve as an official Spirits Partner of
"The Classic - Welcome to Birmingham" celebration.
Finally, on Saturday November
30th, Diageo and its brands will celebrate the
rich HBCU traditions and culture of Grambling
State University and Southern
University in New Orleans, Louisiana at the 51st
Annual Bayou Classic with a spirited game day tailgate. Through the
"Show Your HBCU Spirit" initiative, HBCU football fans in select
states can text "BAYOU" to 24272 to enter for a chance to win
tickets to the Bayou Classic as well as the Greek Show & Battle
of the Bands.
ADDITIONAL ENDEAVORS
In addition to HBCU Homecoming
programming, Diageo North America's "Learning Skills for Life"
program has provided employable skills and hospitality training at
no cost to nearly 6,000 people over the past 10 years in
underemployed communities and across HBCU alumni networks.
Diageo is committed to educating consumers in every community
about safe alcohol consumption. In 2022, the company established
the Multicultural Consortium for Responsible Drinking (MCRD), a
partnership with influential leaders from diverse community
organizations, to increase awareness on the risks of
alcohol-related harm and provide educational resources about
moderation. Over the past two years, we've reached over 5 million
people with messages of responsible consumption.
CONTACT
Bryan Pierce
from 1964 Agency, for Diageo
Diageo@1964agency.com
About Diageo North America
Diageo is a global leader
in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's
whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos,
DeLeon and Don Julio tequilas,
Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed
on both the New York Stock Exchange (NYSE: DEO) and the London
Stock Exchange (LSE: DGE) and their products are sold in more than
180 countries around the world. For more information about Diageo,
their people, brands, and performance, visit www.diageo.com.
Visit Diageo's global responsible drinking resource,
http://www.drinkiq.com/, for information, initiatives, and ways to
share best practices. Follow on Instagram for news and information
about Diageo North America: @Diageo_NA.
* NO PURCHASE NECESSARY. Must be 21+. Ends 11/03/2024 @ 11:59:59 p.m.
ET. TO ENTER W/O TEXT (& Official Rules), send an e-mail
with first name, phone, date of birth, state/zip to
promotionalsweepstakes@avidinc.com with DIA7044802W MULTIBRAND
COLLEGE FOOTBALL SWEEPSTAKES in subject line. See Official Rules
for participating states, prize description/restrictions &
other details. By texting BAYOU to 24272, you agree you are of
legal age to purchase beverage alcohol in U.S., legal U.S.
resident, and to receive recurring marketing SMS and MMS messages,
including text messages, using an automatic telephone dialing
system from Diageo Americas, Inc. Msg & data rates may apply.
Text STOP in reply to stop our messages. You may also text HELP to
24272 for more info. Consent is not a condition of any purchase.
Sponsor: Diageo Americas, Inc., New York,
NY. Please Drink Responsibly. Diageo, New York, NY
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SOURCE Diageo North America