As part of the Crown Royal Heroes Project—an ongoing initiative by the whisky brand to honor and give back to everyday heroes—Rodney Atkins provided a free performance to show support for local volunteer firefighters at the New York Giants and Dallas Cowboys game in Texas on Dec. 11.
Atkins took the stage one hour prior to kick-off with a special performance dedicated to members of the Texas Wildfire Relief Fund. Adult fans were able to show their support for the Texas-based charity by packing commemorative versions of the Crown Royal purple bags with items to be sent overseas. Crown Royal is donating $10 to the Texas Wildfire Relief Fund for every bag packed by fans before the start of the game. The Texas Wildfire Relief Fund is a non-profit organization dedicated to generating awareness for volunteer firefighters in Texas.
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Atkins also performed during the inaugural American Giving Awards in Los Angeles, which aired Dec. 10 on NBC. The audience gathered at the Dorothy Chandler Pavilion to find out which five charities will be chosen to receive additional funds from Chase Community Giving (CCG). Other featured guests included Miley Cyrus, motivational speaker J.R. Martinez, Will.i.am, Jesse Tyler Ferguson of NBC’s Modern Family, Colin Farrell, and host Bob Costas.