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Volume 25 No. 194
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Jagermeister Becomes Official Shot Of NHL In New Partnership

Photo: NHL

The NHL has signed a U.S.-based partnership with Jagermeister, making it the official shot of the league. As part of the partnership, Jagermeister will have several activations, including across retail, in-venue and on-premise at league events such as the Winter Classic and the All-Star Game. The liqueur will also be the presenting sponsor of the Stanley Cup Playoffs bracket challenge. Jagermeister is signing local partnerships with the Stars, Predators, Lightning, Golden Knights and Capitals. Last season, it had local deals with the Avalanche and Rangers; those deals have been extended through this season. Terms of the deal were not disclosed.