Swae Lee is bringing his Mississippi roots, love of football and signature energy to Crown Royal’s latest game-day celebration.
The Grammy-nominated artist has stepped into the role of Crown Royal’s first-ever “Crown Quarterback” as part of the brand’s “Royal Rituals” campaign, giving him an opportunity to return home and spotlight the traditions surrounding football culture in Oxford, Mississippi.
For Swae Lee, the partnership was an easy fit.
“Being from Mississippi, I was excited to come home and show people what makes Oxford game day so special,” Swae Lee told HOT 97. “I’m a huge football fan, so being part of Crown Royal’s ‘Royal Rituals’ was an easy yes.”
While football may be at the center of game day, Swae says the experience goes far beyond what happens on the field.
“As the first Crown Quarterback, I got to celebrate the whole game-day experience — the music, the style, the food and all the energy surrounding the game, not just what happens on the field.”
Coming Home to Mississippi:
Raised in Mississippi, returning to the state for the campaign gave Swae Lee an opportunity to celebrate a culture he grew up around.
“Mississippi will always be home, so it felt good to come back and celebrate a culture I grew up around,” he said.
According to Swae, football weekends in Mississippi represent something much bigger than four quarters of competition.
“Football weekends here are bigger than the game. They’re about the music, food and drinks that bring everybody together,” he explained. “There’s a different kind of energy here, so getting to bring my own vibes and share that with people was special.”
That sense of community is also at the center of Crown Royal’s “Royal Rituals” campaign, which focuses on the traditions friends, families and fans build around sports.
Swae sees an immediate connection between that atmosphere and his own experiences performing for massive crowds.
“That’s what I love about sports — it’s way bigger than the game,” he said. “It’s the same feeling I get onstage, when everybody’s locked in and matching your energy, the whole place becomes one.”
“Everybody knows the same songs, has their go-to food and drinks and pulls up with the same crew.”
He also appreciated the campaign’s decision to incorporate traditions unique to Oxford.
“I liked that Crown Royal kept it local by pairing an Oxford classic like chicken on a stick with a Crown Royal cocktail,” Swae added. “That’s the type of moment you don’t forget.”
Swae Lee’s Ultimate Game-Day Playlist:
Of course, you can’t have a major game-day experience without the right soundtrack.
If Swae Lee had control of the stadium speakers, he already knows exactly what he would play.
“If I’m controlling the music at a major football game, I’m going with ‘Flammable,’ ‘Sicko Mode,’ and ‘Rockstar Raging,’” he said. “Those records bring that high-energy, turn-up feeling that you want in a stadium.”
As for the Swae Lee record that deserves a permanent spot on everybody’s game-day playlist?
“You definitely gotta have ‘Flammable’ on there.”
And don’t expect him to quietly sit back and watch the action once kickoff arrives.
“I’m definitely competitive,” Swae admitted. “I like watching the game, but once I’m locked in, I’m locked in.”
“I’m talking trash, celebrating every play, all of that. I can be laid-back before the game, but once it starts, I’m in it.”
Swae Lee’s Ultimate Game-Day Playlist
Swae Lee says the partnership ultimately worked because both music and sports have the ability to create shared moments.
“Every time I perform, I’m trying to bring people together and create a moment everybody can feel,” he explained. “That’s what Crown Royal is doing with ‘Royal Rituals,’ so the partnership made sense to me.”
“I got to bring my own energy, represent Mississippi and show people what makes football culture back home different.”
And when it comes to celebrating with his own crew, Swae keeps his Crown Royal order simple.
“You can’t go wrong with a Crown & Cola,” he said. “It’s an easy go-to when the crew’s together.”
Swae Lee Is Focused on His Next Chapter:
Beyond football and the “Royal Rituals” campaign, Swae Lee is still focused on expanding creatively.
After years of hit records, major collaborations and global success, the rapper and singer says evolving as an artist remains one of his biggest motivations.
“Honestly, just continuing to evolve,” Swae said. “I’ve been blessed to experience a lot in this career, so now I’m focused on creating things that feel fresh and timeless.”
“I want to keep pushing myself, trying new sounds, and making music that people can connect with years from now.”
Despite everything he has already accomplished, Swae believes there is still plenty left for him to explore.
“There’s still a lot I haven’t done yet, and that’s what keeps me motivated.”
Fans also won’t have to wait long to see what comes next.
Swae Lee revealed that the second European leg of his tour is set to begin in November, with tickets going on sale through his official website. He also teased new music and upcoming collaborations.
“There’s a lot coming up,” he said. “European Tour Leg 2 kicks off in November and was just announced today, with tickets going on sale Friday at swaeleeofficial.com.”
“And there’s definitely new music and some exciting collaborations on the way, so stay locked in. More surprises coming soon.”
Between representing his Mississippi roots, bringing his energy to football culture and preparing another wave of music, Swae Lee appears ready to keep the momentum going both onstage and beyond it.
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