Crowning Courage Event Presented by the Atlanta Hawks, Crown Royal, and Serving Force

The 2nd Annual Crowning Courage Event for our nation's Veterans happened March 4th, 2018 at Phillips Arena in downtown Atlanta. Serving Force had the honor of partnering up with the Atlanta Hawks and Crown Royal to put on a special event for all branches of the military.

For the second consecutive season, this event was created as an expression of gratitude to our service members who have fought or are currently fighting for our country. Hawks' season ticket members donated their courtside seats to Veterans for them and a guest to enjoy the game versus the Phoenix Suns. Sharecare, Inc., the official jersey partner of the Atlanta Hawks also contributed with giving out tickets and customizing a jersey for each Veteran in attendance. During the private pre-game brunch, every member was welcomed by Atlanta Hawks Owner, Jami Gertz and CEO Steve Koonin.

Stephen Wilson, Director of Whiskey Engagement for Crown Royal, and Sgt. Wesley Hillis, U.S. Marine Corps, participated in a discussion about the significance of the event. During the conversation, Hillis reflected on his time as a Marine and his contribution to the 2010 film, The Battle For Marjah. At the end of the discussion, Wilson then had everyone participate in a "Generosity Toast" with Crown Royal Reserve Whisky.

"There is no greater act of generosity than serving your country,” said Wilson. “Crowning Courage is about raising a glass and celebrating our heroes and all that they’ve done to protect our freedom."

Service members who were represented came from the United States Army, Marines, Air Force, and Navy dating back to WWII.

As the reception ended, Veterans were then escorted to the exclusive Courtside Club and Hawks Bar, the NBA's first-and-only courtside bar, for a premium in-game experience. During a break in the game's action, they received a standing ovation from the crowd as the cameras panned to each veteran in attendance. The Phillips Arena center-hung scoreboard displayed the stories of our very own Anthony Cunha and Daniel Smith from their time in active duty with the military.

Hawks fans also showed their appreciation for our troops by creating more than 400 custom made care packages at the Crown Royal bar. Many in attendance took the time to fill Crown Royal bags with snacks and handwritten notes, which were then sent to active duty troops.