(Jaromir) Jager Bombs for New York
Forgive the lame hockey pun. I know nothing about hockey. I do know a little about marketing, a little about some other sports, and a little about drinking, so the New York Rangers and Jägermeister announcing a new partnership seems like a fun topic to drop into a Red Bull and chug.
Announced today, Jägermeister's sponsorship includes rink-side billboards and in-stadium activations. The move is comical mostly because of hockey's violent nature and Jägermeister's...well...violent nature. The typically bro-ed out drink mixed with hockey's aggressive culture and the general attitude of your picturesque New York sports fan makes for a wildly entertaining, if not highly dangerous, concotion. But alcohol and sports is nothing new and beyond the jokes and mental images of blackout boxing matches at the Garden, this is definitely not the most outrageous sports and alcohol pairing ever.
Just look at what Bud Light promised to Philadelphia Eagles fans.
Bud Light recanted on the idea of giving out free beer to everyone at the Super Bowl Parade, but sports and alcohol will always go hand in hand, and there will always be disastrous, hilarious results. Giving Eagles fans anything at this point seems non-advisable.
Given Jägermeister's rebranding push aimed at millennials who like things cold and German BDSM aficionados, the opportunities for clever, ice-related copy are bountiful ("Just like hockey fights, we've been knocking you out since 1935" for example). Like most brands with storied (checkered) reputations, Jägermeister's recent campaign tells the background of the legendary German brand while also positioning it as a refined, socially acceptable drink for the edgy, underground savant. With the current booze tide lifting all ships from tequila to bourbon to wine, a savvy rebranding could take Jägermeister to considerable heights. Though right now probably just to the hospital.
Other Hockey/Jäger lines:
For those who want to get pucked up tonight...Jägermeister
Whether it's a hat trick or trying a backflip...Jägermeister has you covered
After three shots of Jäger, we still don't understand the rules of hockey
Shots!
From face-off to face down...Jäger
Goaltenders and Bartenders are good for the same thing: cutting you off