New York Rangers toast Jägermeister deal

Popular German digestif partners with struggling NHL team until 2020.

New York Rangers toast Jägermeister deal

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.