Captain Morgan is setting sail for the 2024 NFL season with an expanded version of its popular “Follow the Captain” scavenger hunt. This season-long activation, designed to engage fans both on and off game day, taps into cultural moments across the country. As the official spiced rum sponsor of the NFL, Captain Morgan is upping the ante with a mix of interactive experiences, live events, and exclusive prizes.
A New Season, A New Adventure
The scavenger hunt kicks off on September 26, with a Hudson River boat cruise featuring former Super Bowl champion Victor Cruz and a performance by rapper Aminé. Fans lucky enough to be onboard will experience the ultimate game day event, merging the worlds of football, music, and adventure. This marks the second iteration of Captain Morgan’s hunt, building on last year’s success with a fresh twist.
Throughout the NFL season, consumers are tasked with finding QR codes hidden at key locations—stadiums, bars, liquor stores, and even on social media. Scanning these codes will connect fans to FollowTheCaptain.com, where they’ll embark on an interactive journey with chances to win exclusive prizes and merchandise. In addition to the game day launch, the campaign will feature a street takeover in New Orleans during the Super Bowl, tailgates, and a Captain Morgan-themed Friendsgiving later in the season.
Spirits Take Over the NFL Fan Experience
This year’s scavenger hunt underscores the growing influence of spirits within the NFL fan base, as beer—traditionally the go-to drink at football games—loses ground. Captain Morgan’s continued partnership with the NFL, now in its fourth year, reflects the changing dynamics of the beverage industry. According to Diageo’s latest earnings report, the rum brand is looking to make the most of its NFL sponsorship after navigating a challenging market in Q4 2024, which saw a net sales decline of 0.6% due to underperformance in Latin America and the Caribbean.
By blending physical and digital experiences, Captain Morgan is creating a multifaceted campaign that appeals to a new generation of NFL fans. The brand’s return to the scavenger hunt concept taps into the thrill of discovery, while the expanded activations are designed to keep the experience fresh and exciting. From Victor Cruz and Aminé on the Hudson to celebrations in New Orleans, this season’s hunt promises to deliver moments that go beyond just game day.
Bringing Fans Together On and Off the Field
One of the highlights of Captain Morgan’s 2024 campaign is the Hudson River cruise, which merges live entertainment with fan interaction, creating a one-of-a-kind event that stands out from typical NFL tailgates. This year’s effort also focuses on merchandise collaborations, offering fans the chance to sport Captain Morgan gear that ties back to the scavenger hunt. Cruz and Aminé, both returning from last year’s event, help bridge the gap between physical and digital participation, keeping fans engaged on multiple levels.
As parent company Diageo navigates the global beverage market, Captain Morgan is positioning itself as a leader in experiential marketing, leveraging its NFL sponsorship to drive fan engagement and reinforce brand loyalty. Other brands like Pepsi and Tostitos are also stepping up their game this football season, but Captain Morgan’s focus on cultural moments and interactive experiences sets it apart.
To join in on the fun and see how you can participate in this year’s “Follow the Captain” scavenger hunt, check out more details on Marketing Dive. Whether it’s at a stadium, a bar, or from the comfort of your home, Captain Morgan is ready to take you on an unforgettable NFL adventure.