USL
German liquor brand Jägermeister has signed on as the title sponsor for a new USL League One in-season tournament kicking off next month. The three-year deal is worth a mid-six-figure sum annually for the soccer league organizer. Jägermeister will receive brand exposure during the tournament on ball stands, specialty merchandise, in-stadium signage and LEDs, along with tournament-related social media content.
Known as the USL Jägermeister Cup, the event begins April 27. Group stage matches will be played as part of the League One regular season through Sept. 1, and the final will be held on Sept. 28 or 29. ESPN, one of USL’s two national broadcast partners, will exclusively carry Jägermeister Cup matches. League One is USL’s Division III professional men’s league, which currently includes 12 teams.
Legends, USL’s commercial agency of record, worked with USL in negotiations with Jägermeister. USL Senior VP/Corporate Development & Partnerships Josh Keller led efforts at the league office. Jägermeister is the second alcohol brand to recently sign on as a USL sponsor, joining el Jimador Spiked Bebidas malt beverages.
