Swae Lee is bringing his Mississippi roots, football obsession and signature energy to game day as Crown Royal’s first-ever “Crown Quarterback.”
The Grammy-nominated artist has joined the brand’s “Royal Rituals” campaign, returning to Mississippi to spotlight the traditions, food, music and community that surround football weekends in Oxford.
For Swae, the partnership was a natural 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.”
The rapper and singer said his role as Crown Quarterback allowed him to experience game day beyond the action 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.”
For Swae, coming home was also about reconnecting with a culture that shaped him.
“Mississippi will always be home, so it felt good to come back and celebrate a culture I grew up around,” he said.
He described football weekends in Mississippi as community experiences that extend far beyond the game itself.
“Football weekends here are bigger than the game. They’re about the music, food and drinks that bring everybody together,” Swae explained. “There’s a different kind of energy here, so getting to bring my own vibes and share that with people was special.”
That connection between sports and shared experiences is also central to Crown Royal’s “Royal Rituals” campaign.
Swae compared the atmosphere surrounding major sporting events to the energy he experiences while performing for large 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.”
The campaign also incorporated local Oxford traditions, including chicken on a stick paired with a Crown Royal cocktail.
“I liked that Crown Royal kept it local by pairing an Oxford classic like chicken on a stick with a Crown Royal cocktail,” Swae said. “That’s the type of moment you don’t forget.”
And if Swae were controlling the stadium speakers, he already has his soundtrack ready.
“If I’m controlling the music at a major football game, I’m going with ‘Flammable,’ ‘Sicko Mode,’ and ‘Rockstar Raging,’” he said.
His own “Flammable” would also get a permanent spot on the playlist.
“You definitely gotta have ‘Flammable’ on there.”
Swae admitted he is just as competitive watching football as he is performing.
“I’m definitely competitive,” he said. “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.”
Away from football, Swae remains focused on his next creative chapter.
“Honestly, just continuing to evolve,” he 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.”
He also teased new music and collaborations while revealing that the second European leg of his tour is scheduled to begin in November.
“There’s a lot coming up,” Swae 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.”
For now, Swae Lee is balancing several sides of his identity at once — Mississippi native, football fan, performer and evolving artist — while bringing that same energy to Crown Royal’s game-day celebration.
