DIAGEO Partners with Larry Morrow for the 51st Annual Bayou Classic

A hallmark event that transcends sports, the Bayou Classic is a showcase of culture, tradition, and the enduring spirit of historically Black colleges and universities (HBCUs).

As the official spirits sponsor, DIAGEO brought an array of its iconic brands—Crown Royal Regal Apple, Casamigos Reposado Tequila, CÎROC Limonata, Tanqueray London Dry Gin, Guinness, and Smirnoff Ice—to the festivities, weaving its commitment to HBCUs into the weekend’s celebrations. Through its "Show Your HBCU Spirit" initiative, DIAGEO has contributed nearly $12 million in endowments to over 28 HBCUs, generating $400,000 annually in scholarship funds to support future leaders.

The weekend was packed with exciting events, including the Bayou Classic Battle of the Bands, lively watch parties, and unforgettable after-parties hosted at iconic venues like Treehouse and Mondays. These gatherings brought together alumni, fans, and community leaders, creating moments of unity and celebration that truly captured the essence of the Bayou Classic.

Another highlight of the event was Fan Fest, a spirited pre-game tailgate that drew nearly 20,000 attendees. The energy carried into the evening with after-parties and happy hours that celebrated the passion and pride of HBCU alumni and supporters.

Larry Morrow, a driving force behind the partnership, expressed his enthusiasm, saying:"I am honored to collaborate with DIAGEO on their HBCU initiative. It’s inspiring to see a brand invest so deeply in future leaders while celebrating the traditions and culture that make events like the Bayou Classic so special."

As the weekend drew to a close, the partnership between DIAGEO and Larry Morrow left a lasting impression—a powerful reminder of the unity, culture, and impact that the Bayou Classic represents.