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NHL and Jägermeister extend US partnership

The National Hockey League has announced a multiyear extension of its partnership in the United States with liquor brand Jägermeister, which will remain the “official shot of the NHL”. Terms were not disclosed.

The partnership allows Jägermeister to activate at the NHL Winter Classic, NHL Stadium Series, and other marquee NHL events, as well as create content and programs which will be supported on various retail, in-venue and on-premise channels.

Jägermeister will continue to present the best “Shot of the Night” across television and digital outlets. It  will also host a variety of events and media and hospitality programs throughout the 2019-20 NHL season.

Elsewhere, 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.

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.