NEW YORK, February 28, 2025 – Today, award-winning whisky brand Crown Royal and the Bill Pickett Invitational Rodeo Foundation (BPIRF) proudly unveil the second annual Hats Off Grant program. Launched in honor of Black History Month, the program continues to uplift the rich legacy of Black cowboys by providing direct financial support to those who help preserve and propel the culture and traditions of Black rodeo forward.
Building on the success of last year’s inaugural program and its longstanding commitment to championing diverse communities, BPIRF will award six deserving rodeo athletes with grants of either $10,000 or $20,000 grants, funded by Crown Royal. The funds are leveraged to further their careers and sustain their contributions to the sport. Starting March 1 to March 19, cowboys and cowgirls 25+ who are active members of the Bill Pickett Invitational Rodeo Association can visit www.bpirfoundation.org to submit their application for the Hats Off Grant.**
“The Bill Pickett Invitational Rodeo has been a beacon of Black Western culture for over 40 years, and we’re proud to stand alongside them to celebrate and support the athletes who make it all possible,” said Hadley Schafer, VP, Crown Royal. “Generosity is at the heart of Crown Royal, and through the Hats Off Grant Program, we’re not just honoring history—we’re investing in the future of Black rodeo.”
The BPIR, named after legendary cowboy and rodeo innovator Bill Pickett, is the only national touring Black rodeo and has been instrumental in preserving the legacy of Black cowboys and cowgirls. With Crown Royal’s continued partnership, the foundation can provide much-needed resources to the athletes who keep this tradition alive.
“Our riders have dedicated their lives to this sport, and this level of support from Crown Royal is invaluable to ensure they have the means to continue competing and inspiring future generations,” said Valeria Howard Cunningham, CEO and President of the Bill Pickett Invitational Rodeo. “This grant program is more than just financial assistance to support our recipients with costs related to rodeo competitions and events – it’s a statement that Black cowboys and cowgirls deserve recognition and investment.”
Follow @CrownRoyal for more information on Crown Royal's initiatives and partnership with the Bill Pickett Invitational Rodeo Foundation.
** Bill Pickett Rodeo Foundation, www.bpirfoundation.org, 2617 Gray Mill Way, Loganville, GA 30052. Total Donation: $125,000, with $100,000 funding Hats Off Grants Program. Donation made by Crown Royal Generosity Fund, a donor advised fund with Diageo North America, Inc. as donor and Fairfield County’s Community Foundation as advisor.
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.
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 diageo.com. Visit Diageo's global responsible drinking resource, DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.
About Bill Pickett Invitational Rodeo Foundation
BPIRF has a community first approach and works to close educational and skills gaps through the various programs we provide in underserved communities.
Since 1987, the Bill Pickett Invitational Rodeo Foundation (BPIRF) has upheld its commitment to the rodeo, education, and arts by providing unique programs across the country. BPIRF has made an impact in each state that the BPIR performs by awarding scholarships, rodeo grants and creating programs that support the communities and the Black Cowboys and Cowgirls.
Please visit our website to learn more about the Bill Pickett Invitational Rodeo Foundation at www.bpirfoundation.org and to see all the great work the foundation is doing around the country.
Media Contacts
Jazmine Settles, DIAGEO
Taylor