Crown Royal And Starter Join Forces For A Unique Super Bowl LIX Collaboration

As Super Bowl LIX takes over New Orleans, Starter, one of the most iconic and innovative sports apparel brands, is making an unforgettable impact with a series of exclusive merchandise and collaborations.

This year, the brand is elevating its commitment to fans, partnering with Visa, Michael Strahan, and Crown Royal to deliver a one-of-a-kind Super Bowl experience.

Two heritage brands, Crown Royal and Starter, have teamed up to celebrate the unique spirit of New Orleans, and Carl Banks, President of G-III Sports and three-time Super Bowl Champion, couldn't be more excited.

"The partnership is special because you have two legacy brands, two brands that are embedded in the culture in an indirect way," he told The Blast exclusively.

With Crown already being a sponsor of the NFL, Banks said the partnership only makes sense, especially since for "many, many, many, many years, [fans have] enjoyed sports with a cocktail."

"So, you know, we had a conversation back in the summertime about possibly doing some things together around some NFL activations," he said. "And then the conversation just kind of grew and evolved into, 'Hey, let's do something big at the Super Bowl' because we always do an activation at Super Bowl, and they were like, 'We're planning on doing something big too.'"

And so, the two brands decided to make a "really cool commemorative jacket," which is a limited edition.

Crown Royal and Starter are hosting an exclusive House Party on Thursday, February 6, at 8:30 p.m. to celebrate the launch of the limited-edition Crown Royal x Starter NFL Super Bowl LIX Satin Jacket, which is a collectible piece available exclusively in New Orleans during Super Bowl LIX weekend.

100% of proceeds from the jacket sales will benefit the Foundation for Louisiana.

This invite-only event, which Banks described as "epic," will feature an intimate performance by legendary artists Juvenile and Mannie Fresh, along with custom-crafted Crown Royal cocktails, making it a can’t-miss celebration of music, fashion, and football culture.

For those who view the collaboration between a sports apparel brand and a whiskey brand as purely a marketing strategy, Carl Banks said otherwise.

"Here's the thing, if it's a marketing move, it's a genius marketing move because all of the proceeds go to charity," he told The Blast. "So, I mean, if it's, if it's marketing, it's marketing for the right cause, right?"

The limited-edition Crown Royal x Starter NFL Super Bowl LIX Satin Jacket will be available exclusively during Super Bowl LIX weekend, with 100% of proceeds benefiting the Foundation for Louisiana.

"This is not a money grab," he added. "And I don't think, given the relevance of both brands, that we need to market something at the Super Bowl, just to bring light to our brands. I think it shines a light on the brand, but we're doing it for a purpose and it's a great opportunity to celebrate."

Returning just in time for Super Bowl LIX, the MSX by Michael Strahan x Starter collaboration brings a collection that celebrates the vibrant energy of New Orleans. Featuring bold Mardi Gras and Bourbon Street-inspired designs, the collection includes varsity jackets, classic windbreakers, hoodies, and graphic t-shirts.

This collection captures the essence of football culture with modern streetwear influences, offering fans a stylish way to rep their team spirit.

As Super Bowl LIX approaches, Starter continues to bridge the gap between sports, fashion, and fandom, providing high-energy activations and premium collaborations. Whether through limited-edition apparel or immersive retail experiences, Starter is cementing its place as a defining force in sports culture.

The Starter x NFL Shop Presented by Visa will open its doors to the public on February 1, offering an exclusive shopping experience in the heart of New Orleans. Located at 333 Canal Street, adjacent to Canal Shops, this elevated retail space will feature a curated selection of limited-edition Starter apparel and exclusive merchandise. Fans can explore Super Bowl LIX x Starter Limited Edition releases, as well as store-exclusive collections and collaborations.

The shop will operate daily from 10 a.m. to 8 p.m., while supplies last, giving football enthusiasts a chance to secure unique memorabilia ahead of the big game.

Please remember to drink responsibly.