Ice Cold Pour
Jägermeister and NHL Partnership


Jägermeister, the official shot of the NHL, kicked off the return to hockey with a robust media plan on NBC/NBCSN/ NHL channels and two national sweepstakes.

The first sweeps kicked off leading up to the return to play, giving one lucky fan an exclusive interview experience as part of the NHL content series, Men In Blazers on Ice.

The Shot of the Night sweeps entry opened the first day of the Stanley Cup Qualifiers and is live through 8/25, giving five fans the chance to win prizing to enhance their at-home game watching experience such as a Jägermeister Shotmeister, 55" 4K LED Smart TV, and NHL TV subscriptions (Visit JMhockeyreturns.com). Across NBC/NBCSN/ NHL channels, Jägermeister is present in various assets including dasher boards during all US home games throughout the Stanley Cup Qualifiers, Stanley Cup Playoffs, and Stanley Cup Final, over 201 commercials airing across NBC/NBCSN/ NHL Network, Shot of the Night features, aligning to our Official Shot designation and showcasing the best shot of the night, and social promotion on NHL channels, just to name a few.

NHL, the NHL Shield, the word mark and image of the Stanley Cup and the word mark NHL Winter Classic are registered trademarks and the NHL Winter Classic logo, NHL Stadium Series name and logo, Stanley Cup Qualifiers 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 2020. All Rights Reserved.

What the Press is saying
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."
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As the official shot of the NHL, Jägermeister is always chilled and ready to toast another winning shot. Why not celebrate the NHL’s return to the ice with these Jägermeister and beer pairings.
All these pairings definitely shoot and score.

With all the excitement about the return of sports, fans are finding ways to celebrate. Although the action is only viewed via screen versus in person, there are many ways to bring a little excitement to your own home ice. Why not a beer and a shot?
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After an interruption of play due to COVID-19, the NHL is set to return to the ice on Saturday, August 1st. With this in mind, Jägermeister, the NHL, and Men in Blazers on Ice have partnered to award fans two opportunities for a chance to win in the Jägermeister NHL Return to Hockey Sweepstakes.
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