To support their objective of driving brand awareness, Crown Royal received in-game signage throughout Golden 1 Center including on the highly trafficked concourse, courtside, as well as on the large digital screens affixed to the outside of the building at the Grand Entrance. The two brands also worked to create a co-branded social media content series which showcased key moments in Kings history.

Assembly, a premium lounge space inside Golden 1 Center, has been entitled by Crown Royal and serves as a key avenue for driving brand awareness and recognition. This club, which features Crown Royal branding throughout, is open for most Golden 1 Center events and is used and seen by over 700 premium fans on game days. The Crown Royal name and logo are featured prominently in all mentions of Assembly, including special event advertising, website inclusions and Sacramento Kings/Golden 1 Center social media.

The 2019-20 season partnership featured a cocktail competition in which local bartenders were invited to Assembly by Crown Royal to develop unique cocktails for the chance to have their recipe featured on the premium club menu. In addition to the products that were sampled during the competition, Diageo also held product sampling during more than 10 home games during the season.

Activating the Purple Bag Project, an opportunity for Kings fans and staff to create care packages for troops overseas, during home games proved popular as the activation was held 6 times on the arena concourse during the 2019-20 season. During the Kings Annual Season of Doing Good, Kings employees joined forces with Crown Royal to pack over 4,000 bags for the Purple Bag Project. Additionally, as part of the project, military honorees were recognized on court during select home games.