Taylor Rooks Keeps NFL Fans Hyped With Crown Royal Rig

Emmy-nominated sports broadcaster Taylor Rooks has added a new title to her already impressive résumé, the first-ever Passenger Princess of the Crown Royal Rig. Crown Royal is celebrating its fifth year as the Official Whisky Sponsor of the NFL by taking its fan-favorite Rig on the road to 10 marquee matchups this season. But this year, there’s a royal twist: the Rig is on a mission to crown Passenger Princesses (and Princes) nationwide, surprising the real MVPs of game day, the fans who bring the vibes, with premium ticket upgrades and unforgettable experiences.

When asked what it means to step into the role of Passenger Princess, Rooks couldn’t hide her excitement. “Any time someone tells me I’m the Passenger Princess, I just start smiling,” she laughed. “My job is bringing the vibes, bringing the excitement, setting the tone, but also really sharing this real mission of generosity that Crown Royal has set the tone for. Celebrating the fans, giving back to the people that have really made the game what it is.”

Rooks recently surprised fans at Arrowhead Stadium during the Chiefs–Ravens showdown, where she got the crowd hyped while helping lucky fans score instant seat upgrades. “That was probably my favorite aspect, getting hype for them when they sat in the Crown Royal Rig seat and honked the horn for a chance at upgraded tickets,” she told The Blast.

The Crown Royal Rig is larger than life, a hand-painted, purple 18-wheeler featuring massive double casks and custom design work from a New Orleans artist. And when it rolls into town, the experience goes beyond the truck itself.

• Climb into the Royal Seat and test their luck at honking the horn for game day upgrades.
• Meet NFL legends, like Chiefs icon Tony Gonzalez.
• Enjoy signature Crown Royal cocktails and giveaways.
• Pack Purple Bags for military members through the brand’s ongoing Purple Bag Project.

“It’s all about the fans,” Rooks explained. “You’re walking away with memories, connections, and maybe even upgraded seats. And when you get to do things like give back, packing purple bags for the military, that just makes it even more special.”

Rooks’ first outing as Passenger Princess gave her a front-row seat to Kansas City’s electric football culture. “Chiefs fans are some of the best. They’re loud, they ride for their team, and when Kansas City has a football game in town, it’s like a holiday,” she said.

She loved watching fans line up for a chance to meet Tony Gonzalez and hearing stories of lifelong dedication to the Chiefs. “So much of sports is personal,” Rooks reflected. “Sometimes people inherit their teams from their family, and it becomes part of who you are. Kansas City embodies that loyalty. It’s bigger than you, but it also belongs to you.”

Beyond the Crown Royal partnership, Rooks is keeping her eyes on the evolving NFL season. She praised Josh Allen and the Bills, highlighted breakout receivers like Quentin Johnston and Puka Nacua, and noted surprise storylines such as Daniel Jones’ resurgence.

“I’m really into the journeys and stories of players,” she said, adding that with Daniel Jones, “people weren’t talking about him after he left the Giants, they didn’t feel like he was a great quarterback when he gets into situations, but now he’s playing at the top so it’s been really nice to watch Daniel Jones.”

She also shouted out her own Falcons, especially rookie sensation Bijan Robinson, and called the Lions a team to watch.

For Rooks, the Passenger Princess role is more than just a fun title; it’s about connection. “I just really am thankful for the partnership,” she said. “It’s given me so much energy to be around the fans, to watch them have fun, and to give back. That’s what makes it special.”

Rooks’ calendar is packed. Alongside her appearances at Crown Royal events in NFL cities across the country, she’s set to host NBA on Prime starting October 24, joined by a star-studded panel that includes Blake Griffin, Dirk Nowitzki, Steve Nash, Candace Parker, and Dwyane Wade.