The Houston Livestock Show and Rodeo is pleased to announce that Crown Royal will serve as presenting sponsor of its Armed Forces Appreciation Day and Military Salute through the 2028 season. Crown Royal has previously supported the Rodeo as a sponsor, including recent participation in Armed Forces Appreciation Day and this renewed commitment underscores the brand’s continuing support for the Rodeo’s tribute to U.S. service members and their families.
As the world’s top-selling Canadian whisky, Crown Royal is crafted with a legacy that spans more than eight decades. Its reputation for quality and tradition aligns with the values of RODEOHOUSTON®’s salute to the armed forces: respect, honor and service.
“Our Rodeo is built on values of service, gratitude and community, and Crown Royal’s support strengthens our ability to recognize the heroes who protect our freedom,” said Chris Boleman, president and CEO of the Rodeo. “We’re proud to welcome them back as the presenting sponsor of Armed Forces Appreciation Day and Military Salute, and we look forward to honoring our service members in an even bigger way.”
Armed Forces Appreciation Day is one of RODEOHOUSTON’s most honored traditions, bringing together service members, veterans and their families for a day of recognition and gratitude. Crown Royal’s support strengthens this cherished event and helps the Rodeo continue its mission of celebrating Western heritage while honoring those who serve our nation.
“Crown Royal stands committed to honoring and celebrating those who serve, and we’re proud to deepen our commitment to the rodeo community and our nation’s heroes through this partnership,” said James Valdes, Brand Director at Crown Royal. “Teaming up with the Houston Livestock Show and Rodeo’s Armed Forces Appreciation Day for the next two years provides us an incredible opportunity to raise a glass to the values we share — service, respect, and gratitude — and we’re excited to do so alongside the brave individuals who have given so much for our country.”
About the Houston Livestock Show and Rodeo
The Houston Livestock Show and Rodeo promotes agriculture by hosting an annual, family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage, and provides year-round educational support within the community. Since its beginning in 1932, the Rodeo has committed more than $660 million to the youth of Texas and education. The 2026 Rodeo is scheduled for March 2 – 22. The 2026 World’s Championship Bar-B-Que Contest, presented by Cotton Holdings, is scheduled for Feb. 26 – Feb. 28. For more information, visit rodeohouston.com, download the RODEOHOUSTON mobile app, powered by AXS, and follow @RODEOHOUSTON online via Facebook, X, Instagram and YouTube for all the latest news.
About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by the King and Queen of Great Britain in 1939, Crown Royal’s smooth and elegant flavor was an exceptionally generous gift fit for royalty. Its gift-worthy presentation reflects its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.