The National Hockey League and Jägermeister have entered into an agreement that Jägermeister will become an official partner of the NHL in the U.S. as the “official shot of the NHL.”
Jägermeister will create 360-degree integrated programs across 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.
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, which will continue this season.
As the official shot of the NHL, Jägermeister will also 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 NHL.com initiative that enables fans in sports to predict each series of the playoffs through the Stanley Cup.