Jägermeister and NHL Extend Partnership

Jägermeister and the National Hockey League today announced a multiyear extension of their partnership in the U.S., with Jägermeister continuing as the “official shot of the NHL.”

The extended partnership will allow Jägermeister to create integrated programs that will be supported across various retail, in-venue and on-premise channels. The partnership also allows Jägermeister to activate at the NHL Winter Classic, NHL Stadium Series and other marquee NHL events.

“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,” says Chris Peddy, Mast-Jägermeister U.S. Chief Marketing Officer. “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.”


In addition to Jägermeister’s partnership with the NHL, the brand will continue to work with individual teams in markets across the country, localizing the “official shot” messaging and personalizing those markets’ “toastable moments.” The Boston Bruins, Philadelphia Flyers, St. Louis Blues, Minnesota Wild and Buffalo Sabres will join Jägermeister’s roster of local NHL team sponsorships, which already includes the New York Rangers, Tampa Bay Lightning, Dallas Stars, Vegas Golden Knights and Nashville Predators.

As the “official shot of the NHL,” Jägermeister will continue to present the best “Shot of the Night” across television and digital outlets where NHL Network talent will also break down and explain the “Shot of the Night.”


Additionally, Jägermeister will host a variety of events and media and hospitality programs throughout the 2019-20 NHL season. Jägermeister will also work with its NHL team partners to amplify its First Responders Programs (specifically this season with the New York Rangers, Nashville Predators and Dallas Stars), as well as focus on responsible consumption around the game.



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