NEW YORK, N.Y. — The Madison Square Garden Company (NYSE: MSG) and Jägermeister announced a marketing sponsorship, naming Jägermeister, the No.1 selling imported liqueur in the United States, as an official sponsor of the New York Rangers. The sponsorship provides Jägermeister with premier brand integration and exposure throughout the remainder of the 2017-18 NHL season, and through the 2019-20 season, including brand presence at Rangers home games – Madison Square Garden. Jägermeister will also be activating the New York Rangers marks at select retail locations throughout the tri-state area.
“The New York Rangers and Jägermeister are both brands that cherish tradition, with legacies spanning over 90 and 80 years, respectively, of establishing loyal connections with consumers,” said Ron Skotarczak, executive vice president, marketing partnerships, The Madison Square Garden Company. “We are delighted to welcome Jägermeister into the Rangers family and believe we can build promotions and programs on those shared traditions that will create incredible experiences for our fans, as well as value for our respective companies.”
“Jägermeister is very proud to bring the ice kühl shot to the rink by becoming an official sponsor of the New York Rangers,” said Chris Peddy, chief marketing officer of Mast-Jägermeister US. “Like Jägermeister, the New York Rangers’ fans are full of spirit and character and we look forward to offering them unique experiences and sharing in the exciting memories made at the iconic Madison Square Garden.”
Sponsorship activations will include two dasherboards during all Rangers regular season games at The Garden. IPTV messaging on 110+ plasma screens throughout the arena during all Rangers regular season home games and the opportunity to work with Rangers alumni for appearances throughout the season.
To bring the sponsorship to life outside of The Garden, Jägermeister will host pre-game activations in bars and restaurants in the New York City market. Co-branded merchandise including custom wrapped tap machines with hockey blade tap handles and hockey shot sticks for friends to enjoy ice kühl Jägermeister shots together will amplify hockey viewing experiences in the bar.
About The Madison Square Garden Company
The Madison Square Garden Company (MSG) is a world leader in live sports and entertainment experiences. The company presents or hosts a broad array of premier events in its diverse collection of iconic venues: New York’s Madison Square Garden, The Theater at Madison Square Garden, Radio City Music Hall and Beacon Theatre; the Forum in Inglewood, CA; The Chicago Theatre; and the Wang Theatre in Boston. Other MSG properties include legendary sports franchises: the New York Knicks (NBA), the New York Rangers (NHL) and the New York Liberty (WNBA); two development league teams — the Westchester Knicks (NBAGL) and the Hartford Wolf Pack (AHL); and one of the leading North American esports organizations, Counter Logic Gaming. In addition, the Company features the popular original production – the Christmas Spectacular Starring the Radio City Rockettes– and through Boston Calling Events, produces outdoor festivals, including New England’s preeminent Boston Calling Music Festival. Also under the MSG umbrella is TAO Group, a world-class hospitality group with globally-recognized entertainment dining and nightlife brands: Tao, Marquee, Lavo, Avenue, The Stanton Social, Beauty & Essex and Vandal. More information is available at www.themadisonsquaregardencompany.com
Introduced 80 years ago, Jägermeister, German for “Master Hunter,” is the #1 selling imported liqueur in the United States. Ranked 8th by Impact International’s definitive Top 100 Premium Spirit Brands, this herbal liqueur is one of the most successful premium brands worldwide and available in 129 countries around the world. The iconic taste of Jägermeister is not left to chance but is due to decades of experience, a safely guarded secret recipe consisting of 56 natural herbs, blossoms, roots and fruits including star anise, cardamom, cinnamon and ginger roots, and 383 quality checks. The botanical ingredients are extracted in their raw, unprocessed form through a gentle, weeks-long process of cold maceration to create Jägermeister’s base. The base, housed in more than 400 oak casks, then “breathes” for one full year, which is key to creating the complex and balanced flavor of Jägermeister’s legendary taste profile. Jägermeister Liqueur is 35% Alc./Vol. and imported exclusively by Mast-Jägermeister US, White Plains, NY. Visit www.jagermeister.com and follow @JagermeisterUSA on Facebook, Twitter and Instagram. DRINK RESPONSIBLY