• Loading stock data...
Tuesday, July 16, 2024

Jägermeister Lines Up Another Shot With The NHL

  • Jägermeister has renewed its U.S. sponsorship deal with the NHL, remaining as the league's official shot.
  • The new deal will see the herbal liqueur continue to activate at the league's biggest events like the Winter Classic, as well as add a number of new team-level deals across the NHL.
Dec 10, 2019; Winnipeg, Manitoba, CAN; Winnipeg Jets right wing Patrik Laine (29) takes a slap shot in the second period against the Detroit Red Wings at Bell MTS Place. Mandatory Credit: James Carey Lauder-USA TODAY Sports
Photo Credit: James Carey Lauder-USA TODAY Sports

After giving a league-level partnership a shot last season, Jägermeister is aiming to go deeper into hockey thanks to a new multi-year partnership with the NHL.

“We knew that we wanted to create a larger footprint within the NHL fan base to increase opportunities for those memorable toastable moments and hockey drinking occasions,” said Chris Peddy, Mast-Jägermeister U.S. chief marketing officer. “Hockey fans were very receptive and excited by the NHL and Jägermeister partnership, so we’ve created additional opportunities to enjoy an ice-cold shot of Jägermeister while enjoying an NHL game, wherever that may be.”

The new multi-year, U.S. deal with the NHL will keep Jägermeister as the official shot of the league, the first time any drink has held that distinction. Jägermeister will also continue to be integrated into the NHL’s different programs and platforms, as well as at its marquee events like the Winter Classic and Stadium Series.

“Jägermeister was a heavy activator across our portfolio, and it’s a brand that allows us to have a little bit of fun,” said Evin Dobson, NHL group vice president of partnership marketing. “They are a brand that knows what works well for them, and using that creative designation of the shot of the NHL has allowed a continuation of that playbook.”

Jägermeister played up that designation even further by presenting the best “shot of the night” across television and digital outlets. It also hosted a variety of events and hospitality programs across the season.

It went one step further and focused on key markets across the country, last year signing deals with the Dallas Starrs, Nashville Predators, New York Rangers, Tampa Bay Lightning, and Vegas Golden Knights.

As part of the new extension, it is also signing deals with the Boston Bruins, Buffalo Sabres, Minnesota Wild, Philadelphia Flyers and the St. Louis Blues. The in-arena success of the partnership encouraged the company to double down on the deal with more team level deals, Peddy said.

“We’re always listening to our consumers and making sure our collaborations are working well for the mutual fanbase. From the NHL partnership for the 2018-2019 season, we saw that consumers were taking to the Jägermeister integration very positively,” he said. Specifically, we observed an increased consumption from NHL fans at the stadium – those fans are also now consuming Jägermeister beyond NHL sporting occasions and recommending the herbal liqueur to family and friends. We knew that this natural shift meant that our consumers would be thrilled to see a continuation of the NHL and Jägermeister partnership.”

READ MORE: How Chivas Regal Activates Manchester United Partnership in the U.S.

Dobson noted that while the partnership plays up the notion of shots, Jägermeister’s activation around the league and its teams has also stressed responsible consumption. The liquor is also working with teams on their first responder programs, specifically with the Predators, Rangers, and Stars this season.

“Jägermeister understands that there are other groups in our fanbase at an age not appropriate for their brand, and they are respectful of that,” Dobson said.

Dobson said that the addition of an “official shot” to the league also showcases the diversification of the alcohol and beverage category.

“The category is evolving with the times, and we’re trying to figure out how to serve our fans who have more choices than ever,” Dobson said. “We’re trying to help all of these brands find swim lanes for their products so that they activate and engage with our fans.”

For Jägermeister, Peddy said the success of the NHL partnership has highlighted what the company has looked for when doing deals in the sports industry.

READ MORE: Big Boi ‘Surprises and Delights’ With Budweiser and Hawks

“When approaching brand partnerships, we want to ensure we are collaborating with companies that have a similar ethos centered around unforgettable and cherishable moments, and the NHL is just that,” he said. In addition to its NHL deal, Jägermeister has partnerships with MLS club Atlanta United, as well as with soccer pundits the Men in Blazers.

“Both [are] examples of how fandom brings local sports Meisters – heroes – together into a community bound together by their passion and values on and off the pitch or the ice,” Peddy said.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

‘Where’s truTV?’ March Madness Channel Is Now TNT Sports’ New Star

Warner Bros. Discovery will make its sports emphasis on truTV ‘even more pronounced and consistent.’

Salt Lake City Takes Key Step to Handing NBA, NHL Owner Ryan Smith $900 Million

An agreement between Smith and the city was approved Tuesday night.

NFLPA Report Cards Have Become the ‘Talk of the Locker Room’ Across..

NFLPA report cards have become the ‘talk of the locker room.’

Bally Sports Parent Drops NHL’s Stars: RSN’s Future More Uncertain

The bankrupt regional sports network operator drops another NHL team.
podcast thumbnail mobile
Front Office Sports Today

Formula E is Powering Its Own Future

0:00

Featured Today

Jan 7, 2024; Nashville, Tennessee, USA; Jacksonville Jaguars wide receiver Calvin Ridley (0) reacts after scoring a touchdown against the Tennessee Titans during the first half at Nissan Stadium.

Without Hard-Line Bans, Pro Athletes and Personnel Will Keep Betting on Sports

Penalties often aren’t stringent or consistent enough to deter banned behavior.
Oct 2, 2021; Miami Gardens, FL, USA; NFL commissioner Roger Goddell speaks during the Don Shula Celebration of Life at Hard Rock Stadium.
July 13, 2024

The NFL Is Confident It Can Overturn the Sunday Ticket Verdict

The league may have good reason to believe it can win.
July 7, 2024

The New College Sports Insiders Are Graphic Designers

Joe Tipton and Hayes Fawcett have become premier news-breakers on social media.
Oct 27, 2023; Sacramento, California, USA; A general of the Sacramento Kings logo on the court before the game against the Golden State Warriors at Golden 1 Center.
July 6, 2024

How Sports Went From Private Equity Punchline to Coveted Asset Class

Once an industry punchline, sports are now a coveted asset class.

Everything To Know About the Jaylen Brown–Nike-Olympic Beef

It starts, as it often does, with a carefully parsed emoji.
June 26, 2024

Hot Dog PR Mavens Claim Joey Chestnut Beef Is All Real

The Shea brothers insist the Chestnut drama is genuine.
July 9, 2024

Arch Manning Will Be in EA’s ‘College Football 25’ After All

The NCAA’s most famous backup had previously opted out.
Sponsored

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
June 13, 2024

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.