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Press Release

NHL, Jagermeister extend U.S. partnership

Multiyear agreement allows company to continue as part of League's marquee events

by NHL Public Relations @PR_NHL

NEW YORK - Jägermeister and the National Hockey League (NHL®) 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 compelling and engaging 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," said 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."

"We are proud to continue our partnership with Jägermeister after a successful year of launching their 'Official Shot' campaign," said Jason Jazayeri, NHL Senior Director, Business Development. "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."

In addition to Jägermeister's partnership with the NHL, the brand will continue to work with individual teams in key 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" and why it deserves to be celebrated. 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.


About Jägermeister

Introduced more than 80 years ago, Jägermeister, German for "Master Hunter," is the #1 selling imported liqueur in the United States. Ranked 9th by Impact International's definitive Top 100 Premium Spirit Brands, this herbal liqueur is one of the most successful premium brands worldwide and available in 140 countries around the world. Jägermeister Liqueur is 35% Alc./Vol. and imported exclusively by Mast-Jägermeister US, Inc., White Plains, NY. Visit and follow @JagermeisterUSA on Facebook, Twitter and Instagram. OWN THE NIGHT RESPONSIBLY. We support responsible decision-making. Find out more at


About the NHL

The National Hockey League (NHL®), founded in 1917, consists of 31 Member Clubs and proudly welcomes its 32nd franchise, based in Seattle, for the 2021-22 season. Each team roster reflects the League's international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports - the Stanley Cup®. Gary Bettman has served the NHL as Commissioner since February 1, 1993 and has guided the world's top professional hockey league to more than $5 billion in annual revenues and partnerships with more than 40 blue chip corporate sponsors. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 151 million followers - league, team and player accounts combined - across Facebook, Twitter, Instagram, Snapchat and YouTube; and more than 100 million fans online at The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN and the NHL Network™ in the U.S., Sportsnet and TVA in Canada, Viasat in the Nordic Region, Yandex in Russia and CCTV and Tencent in China. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Having entered the esports world in 2018, the League hosts the NHL Gaming World Championship™ annually, drawing record digital streaming audiences during the 2019 campaign. Fans are engaged across the League's digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League's inception, powered by SAP. The NHL is committed to building healthy and vibrant communities through the sport of hockey by increasing youth participation and engagement; fostering positive family experiences; promoting inclusion, positive culture and leadership; and supporting sustainable community impact.

NHL, the NHL Shield and the word mark NHL Winter Classic are registered trademarks and the NHL Winter Classic logo, NHL Stadium Series name and logo and NHL Network are trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams.  © NHL 2019. All Rights Reserved.

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