ICYMI: The Official Spiced Rum of Super Bowl LX just turned the big weekend into a celebration of fan-fueled gameday moments and crew love, delivering fans 21+ unforgettable experiences from the Bay Area to Gainesville, Florida.
NEW YORK, Feb. 10, 2026 /PRNewswire/ -- After the final whistle, Captain Morgan showed that the most epic game-day moments happen when fans go all in with their crew. From tailgates nationwide all season long to a standout presence in the Bay Area and an epic game day experience in Florida on Super Bowl Sunday, the spiced rum brand celebrated unrivaled team spirit and spontaneous game day moments.
Captain Morgan, the Official Spiced Rum of SBLX, celebrates with fans at NFL Gameday Experience
Captain Morgan, the Official Spiced Rum of SBLX, celebrates with fans at NFL Gameday Experience
Captain Morgan, the Official Spiced Rum of SBLX, celebrates with fans at NFL Gameday Experience
Captain Morgan, the Official Spiced Rum of SBLX, celebrates with fans at NFL Gameday Experience
Captain Morgan surprised Gainesville fans with a Captain Morgan SBLX Experience featuring a performance by EDM duo TWINSICK
Captain Morgan surprised Gainesville fans with a Captain Morgan SBLX Experience featuring a performance by EDM duo TWINSICK
Captain Morgan, the Official Spiced Rum of SBLX, celebrates with the 2025 NFL Fan of the Year winners at NFL Gameday Experience
Captain Morgan presents the 2025 NFL Fan of the Year trophy to Ed Callahan
First up, The Captain's Challenge where the brand rallied crews 21+ at football tailgates coast to coast, asking football fans to test their competitive spirit and step up at a moment's notice. The rules were simple: spot the challenge, rally your crew, bring home the glory. And what started as friendly, on-the-ground challenges quickly turned into a nationwide sprint for bragging rights – and one city rose above the rest: Gainesville, Florida.
After consistently showing up for their crewmates on game day, Gainesville fans were surprised with a celebration-worthy Captain Morgan SBLX Experience. The full-scale game-day takeover featured a high-energy performance by EDM duo TWINSICK, Captain Morgan cocktails, and a game day spread to match the city's energy.
"A game day like this only works when the whole crew is locked in," said Captain Morgan ambassador and sports journalist West Wilson. "No overthinking… just good people, good energy, and letting the moment take over. Captain Morgan truly did their big one for the fans who showed out this season."
As the season reached its biggest moment, Captain Morgan also brought that same spirit over to the West Coast. In partnership with NBC's innovative business competition series, "On Brand with Jimmy Fallon", the series' contestants were briefed to pitch bold, creative campaign ideas to brand executives rooted in rallying friends and fueling group energy. The winning concept, Speak Your Spice, Earn Your Stache, came to life on game day at Game Day Experience and on the streets of San Francisco, putting a playful, high-energy spin on the iconic Captain Morgan mustache and while activating fans throughout Super Bowl week.
"Football game days have a way of creating the moments you remember most when you lean into the unexpected," said Anne Nosko, VP of Captain Morgan. "This season, we did just that by creating experiences that brought the fun and encouraged fans to jump in, get their crews together, and make memories that go far beyond the game. That's what The Captain's Challenge was built to do."
Captain Morgan also returned as the presenting sponsor of the NFL Fan of the Year contest, an award recognizing the passion and dedication of fans who go above and beyond for the game. The celebration continued on game day, as the brand's iconic ship docked outside Levi's Stadium for a fan-forward Gameday Experience, where fans 21+ could take on mini challenges, snap photos, and toast to the biggest matchup of the year.
Tap in with The Captain on Instagram (@CaptainMorganUSA) to see how fans 21+ brought the energy all season long and how spontaneous moments became the ultimate win.
About Captain Morgan
Captain Morgan is the number one selling spiced rum in the U.S. Captain Morgan encourages everyone 21+ to spice it up by bringing our flavor to every occasion. The Captain Morgan portfolio includes CAPTAIN MORGAN Original Spiced Rum, CAPTAIN MORGAN Sliced Apple Spiced Rum, CAPTAIN MORGAN White Rum, CAPTAIN MORGAN 100 Proof Spiced Rum, CAPTAIN MORGAN Private Stock, CAPTAIN MORGAN Silver Spiced Rum, CAPTAIN MORGAN Coconut Rum, CAPTAIN MORGAN Pineapple Rum and CAPTAIN MORGAN Sliced. For more information, visit www.CaptainMorgan.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,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, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Instagram for news and information about Diageo North America: @Diageo_NA.
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