Liqueur company Jägermeister has entered into a partnership with the Madison Square Garden Company, through which it will sponsor NHL ice hockey team the New York Rangers.
The deal will run until the end of the 2019-20 NHL season and grants Jägermeister premier brand integration and exposure during games at Madison Square Garden, the Rangers’ home arena.
Jägermeister will also promote the Rangers at select retail locations throughout the tri-state area.
Two dasherboards will be set up to advertise Jägermeister during each of the Rangers’ regular-season home games at Madison Square Garden. IPTV messaging on the more than 110 plasma screens throughout the arena will also be provided, while Jägermeister will be given the chance to work with Rangers alumni for sponsorship appearances during the season.
In addition, Jägermeister will host pre-game activations in bars and restaurants in New York City. Co-branded merchandise such as custom-wrapped tap machines and hockey shot sticks will be made available in bars and restaurants.