The National Hockey League (NHL) has announced a new multi-year partnership renewal deal with an alcohol brand, Jägermeister. With this deal, Jägermeister is set to continue as the “official shot of the NHL.”
Jägermeister will be able to develop compelling and engaging integrated programmes that will be backed throughout numerous retail, in-venue, and on-premise channels as a result of the expanded partnership. Jägermeister will also be present at the NHL Winter Classic, NHL Stadium Series, and other major NHL events as part of the association.
Chris Peddy, Mast-Jägermeister US Chief Marketing Officer, said, “This continued collaboration allows consumers and hockey fans alike to have even greater opportunities to partake in the shared, ice-cold moments Jägermeister is famed for. We know that the ‘official shot of NHL’ designation resonates with passionate hockey fans across the country and the toastable moments they share around the game, and we’re thrilled that this experience will be extended.”
Jason Jazayeri, NHL Senior Director, Business Development, commented, “We are proud to continue our partnership with Jägermeister after a successful year of launching their ‘Official Shot’ campaign. Building on our success thus far, the extension of our partnership will focus on delivering unique content and experiences to our fans for years to come. We look forward to deepening our relationship with such an innovative brand.”
Furthermore to the NHL partnership, Jägermeister will continue working with individual teams in important markets all over the country, localising the “official shot” messaging and personalising toastable moments in those markets. Boston Bruins, Philadelphia Flyers, St. Louis Blues, Minnesota Wild, and Buffalo Sabres will join the New York Rangers, Tampa Bay Lightning, Dallas Stars, Vegas Golden Knights, and Nashville Predators on Jägermeister’s roster of local NHL team sponsorships.
Jägermeister will continue to show the best ‘Shot of the Night’ throughout television and digital outlets, where NHL Network talent will also break down and discuss the “Shot of the Night” and why it earned to be applauded.
Jägermeister will also team up with its NHL team collaborators to expand its First Responders Programs (specifically with the New York Rangers, Nashville Predators, and Dallas Stars this season), in addition, to putting emphasis on responsible consumption around the game.