Jägermeister sponsors New York RangersBy Melita Kiely
Herbal liqueur brand Jägermeister has struck a deal with The Madison Square Garden Company to become an official sponsor of the New York Rangers hockey team.
The partnership with the American sports and entertainment holiday company will see Jägermeister have brand presence at all Rangers home games, with the added benefits of brand integration and exposure throughout the remainder of the 2017/18 National Hockey League (NHL) season, as well as throughout the 2019/20 season.
The sponsorship will also include two dasher boards during all Rangers’ regular season games at The Garden, plus IPTV messaging on more than 110 plasma screens throughout the arena.
Jägermeister will also host pre-game activations in bars and restaurants across New York. Co-branded merchandise, such as custom-wrapped tap machines with hockey blade tap handles and hockey shot sticks, will also be made available in bars.
Ron Skotarczak, executive vice president, marketing partnerships, The Madison Square Garden Company, said: “We are delighted to welcome Jägermeister into the Rangers family and believe we can build promotions and programmes on those shared traditions that will create incredible experiences for our fans, as well as value for our respective companies.”