Posted on: December 13, 2023 Posted by: Utamu Belle Comments: 0

Photo: DIAGEO and its brands presented Grambling State University and Southern University each with $250,000 to support Permanent Endowment Funding in 2022

DIAGEO continues to stand at the forefront of Black celebration and the advancement of Black education by supporting Historically Black Colleges or Universities (HBCUs), through innovative programming, upholding the organization’s pledge to shape the next generation of Black leaders.

Together with its brands CÎROC, Crown Royal, Don Julio and Tanqueray, DIAGEO returns to New Orleans to be the official spirits partner of the 50th Annual Bayou Classic, celebrating football, legacy and the longstanding traditions surrounding HBCU football classics.

From striving to preserve traditions to cultivating the next generation of diverse leaders who will pave the way for a just, equitable and prosperous society, DIAGEO and its brands continue their mission to provide financial support and create experiences that honor diverse thought to celebrate inclusion; while advancing equity through education.

This fall, DIAGEO will toast to the historic culture and traditions of HBCUs and honor Black celebration through the lens of community, impact, and inclusivity with events in Birmingham, Alabama and New Orleans, Louisiana.

From the pre-game celebrations where live music, performances and entertainment (Battle of the Bands and Greek Show and the Bayou Classic Fan Festival), to the on-field check presentation before the big game, to both HBCUs celebrating the 50th year with an additional $50,000 to each school to create permanent endowment funds and provide financial aid to thousands of students, DIAGEO continues to toast to the historic culture and traditions of HBCUs and honor Black celebration through the lens of community, impact and inclusivity.

This is one of the latest initiatives for DIAGEO, which to date, contributed over $11 million to 29 HBCUs across the country as part of their Society 2030 ambition of shaping a more inclusive world through educational advancement.

DIAGEO celebrates Bayou Classic Fan Fest in 2022

With over 200 brands sold in 180 countries, DIAGEO is driven to be the world’s best brand builder, as it leads the way in premium drinks.

For more information on DIAGEO’s innovative programming please visit

Leave a Comment