Crown Royal Riders Kick Off National Rodeo Finals and Saddle Up for a Cause

LAS VEGAS, Dec. 2, 2010 /PRNewswire/ -- For most riders, a successful eight-second ride means a chance at a coveted buckle, but to the Crown Royal Riders, it also means a chance to give back to the rodeo community. During the National Finals Rodeo, the Crown Royal Riders will not only be riding for the World Championship, but also for a good cause. Crown Royal will donate $2,000 to the Justin Cowboy Crisis Fund for every 90+ point performance by a member of the Crown Royal Riders. 

Several members of the 2010 Crown Royal Rider team are currently ranked in the top-15 World PRCA Bull-Riding Standings.

• Wesley Silcox (Santaquin, Utah) 2007 PRCA World Champion Bull Rider – Current ranking: 1
• Steve Woolsey (Payson, Utah) Bull Rider and Saddle Bronc Rider – Current ranking: 3
• Clayton Williams (Carthage, Texas) Bull Rider - Current ranking: 5
• J.W. Harris (Mullin, Texas) 2008 & 2009 PRCA World Champion Bull Rider – Current ranking: 8
• Cody Whitney (Asher, Okla) Bull Rider – Current ranking: 15
• Tilden Hooper (Carthage, Texas) Bareback Rider

"The Crown Royal Riders team is comprised of the toughest athletes and top-ranked bull riders in the sport," said Kristin Veley, Crown Royal Brand Manager. "We understand how dangerous their jobs can be and recognize the importance of the Justin Cowboy Crisis Fund to our riders and the rodeo community.  The Crown Royal team looks forward to cheering them on in an effort to donate as much to the Fund as possible."

The Justin Cowboy Crisis Fund is a non-profit organization that provides financial assistance to professional rodeo athletes and their families, in the event of an injury. The fund fills the void of financial hardship when a rodeo athlete is injured, and is unable to compete.

"The Justin Cowboy Crisis Fund appreciates unique fund raising opportunities such as this," said Cindy Schonholtz, Justin Cowboy Crisis Fund Program Manager.  "The support from the Crown Royal Riders for other rodeo athletes, who need a hand up, is gratifying.   We hope to see lots of 90 point rides in Vegas!"

"It's an honor to not only represent Crown Royal at the NFR this year but to also have a chance to give back to injured cowboys who helped build this sport," said Wes Silcox. "We have a great team and look forward to making a mark at the finals while supporting a cause that is very important to us."

Considered the pinnacle of all rodeos for the year, the Wrangler National Finals Rodeo is the premier championship of the Professional Rodeo Cowboys Association held Dec. 2 – 11 in Las Vegas, Nev.  The top 15 regular-season finishers compete for individual world championship titles in each of professional rodeo's seven events. The "World All-Around Rodeo Champion Cowboy" title is also awarded at the end of the event to the highest-earning cowboy.

About Crown Royal

Crown Royal Canadian whisky is the number one selling Canadian whisky brand in the US by value and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal Canadian whisky's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. The Crown Royal Company is a primary sponsor of the No. 17 Roush Fenway Ford Fusion driven by Matt Kenseth. For more information visit www.crownroyal.com. Crown Royal encourages all rodeo fans to please enjoy responsibly.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (DGE).

For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

About Justin Boots Cowboy Crisis Fund

The Justin Cowboy Crisis Fund (JCCF) is a 501-c-3 charity formed in 1989 to offer a "hand up" to cowboys and cowgirls who are injured through their participation in professional rodeo. Eligible applicants receive assistance with monthly living expenses while they are unable to compete. Unique among today's charitable organizations, the JCCF dedicates 100% of all contributions received for disbursement to injured rodeo athletes and their families. This is made possible by the joint commitment of the Justin Boot Company and the PRCA, which underwrite all administrative costs associated with managing the JCCF.

SOURCE Crown Royal