The Madison Square Garden Company, which owns and operates the National Hockey League’s (NHL) New York Rangers, has announced a partnership with Jägermeister.
The deal will see the German alcohol brand become an official sponsor of the Rangers until the end of the 2019/2020 NHL season.
Jägermeister will benefit from a prominent presence during Rangers home games at New York City’s Madison Square Garden, with its branding set to appear on more than 110 plasma screens throughout the 18,000-seater arena.
The partnership will also lead to the sale of co-branded merchandise and pre-game programming at bars and restaurants in the surrounding borough of Manhattan. The deal is part of Jägermeister’s recent efforts to raise brand awareness, following last year’s US$15 million ‘Be the Meister’ ad campaign and packaging update.
The Rangers are currently languishing at the bottom of the NHL’s Metropolitan Division, and will be hoping to snap a three-game losing streak when they travel to play the in-form Boston Bruins on Wednesday.