Jägermeister and the NHL announce a multiyear extension of their partnership in the United States with Jägermeister continuing as the “official shot of the NHL.” The extended partnership will allow Jägermeister to create integrated programs that will be supported across various retail, in-venue and on-premise channels and be activated at the NHL Winter Classic, NHL Stadium Series and other marquee NHL events. Following a successful partnership in 2018-2019, Jägermeister has been able to engage with new consumers on national and regional levels through custom labels for select hockey teams, on-ice marketing and local event activations, it says. Jägermeister also is working with its NHL team partners to amplify its First Responders Programs (specifically this season with the New York Rangers, Nashville Predators and Dallas Stars), as well as focus on responsible consumption around the game, the company says.