The National Hockey League (NHL®) and Jägermeister have entered into an agreement in which Jägermeister will become an official partner of the NHL in the U.S with the designation of “official shot of the NHL.”

As part of the partnership, Jägermeister will create compelling and engaging 360-degree, integrated programs that will be supported across various retail, in-venue and on premise channels as well as consumer activations at the NHL Winter Classic®, the NHL® All-Star Weekend and other NHL marquee events. This collaboration allows consumers and hockey fans alike the opportunity to partake in shared, ice cold moments with premier brand integration and exposure.

In addition to Jägermeister’s partnership with the NHL, the Dallas Stars, Nashville Predators, Tampa Bay Lightning, Vegas Golden Knights and Washington Capitals will also join the brand’s roster of local NHL team sponsorships. Prior to launching a league-wide partnership with the NHL, Jägermeister introduced local partnerships with the Colorado Avalanche and New York Rangers during the 2017-18 season that will continue this season. With this new NHL partnership, Jägermeister strives to find continued success by reaching the NHL’s highly-engaged fanbase, further reinforcing that Jägermeister is the go-to shot in sports and big social moments.

“At Jägermeister, we strive to engage with our fans in unique ways by offering one-of-a-kind experiences, especially in the sports world. As the official ice cold shot of the NHL, our fans will enjoy the ice cold herbal liqueur they love with the unparalleled experience of the NHL.”
– Chris Peddy, Mast-Jägermeister U.S. Chief Marketing Officer

Jägermeister-and-NHL-Announce-Partnership, bottle and shots on the bar


“Jägermeister is an innovative brand that will deliver our fans unique activations at retail and on-premise, as well as through our broadcast and digital channels, ultimately bringing our fans closer to the game. We look forward to working with Jägermeister to bring rich and exciting experiences to our fans on and off the ice.”
– Jason Jazayeri, NHL Director of Business Development

As the official shot of the NHL, Jägermeister—the number one imported liqueur—will host a variety of events, media and hospitality programs throughout the 2018-19 NHL season. Jägermeister will return as the presenting sponsor of the Stanley Cup Playoffs Bracket Challenge™, the initiative that enables the most passionate fans in sports to predict each and every series of the Playoffs through the Stanley Cup® Final.

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