Brief:

• Jägermeister, the German brand of herbal liqueur, is the title sponsor of a video interview series that the NHL started streaming on its YouTube, Twitter, Instagram and Facebook channels. The show, titled "Men in Blazers on Ice," appears every Wednesday at 1 p.m. Eastern time, per an announcement shared with Mobile Marketer.
• Roger Bennett, the sports broadcaster who created the "Men in Blazers" TV show and podcast, hosts the weekly series. The first episode aired on March 4 with an interview of the Washington Capitals' T.J. Oshie. Upcoming episodes will include interviews with Toronto Maple Leafs forward Auston Matthews, Tampa Bay Lightning defenseman Victor Hedman and head coach Jon Cooper, and St. Louis Blues forward Ryan O'Reilly.
• Sports network NBCSN will air select episodes of "Men in Blazers on Ice" during its Wednesday Night Hockey game broadcasts. The show will announce more guests in the coming weeks, per its announcement.

Insight:

Jägermeister's sponsorship of "Men in Blazers on Ice" extends its marketing partnership with the NHL that kicked off in 2018. By streaming an interview series on multiple social platforms, the brand can reach an audience of typically young adults who are heavy consumers of video programming on mobile. As the NHL enters playoffs season next month, Jägermeister can leverage the publicity surrounding the Stanley Cup to boost brand awareness.

The German liqueur in the past two years has become a significant sponsor of the NHL and individual teams. In 2018, it was designated the "official shot" of the professional hockey league in the U.S., following earlier partnerships with individual teams such as the Colorado Avalanche and New York Rangers. Jägermeister also has hosted hospitality events at hockey games as part of its experiential marketing strategy to reach millennials who seek interactive experiences they can share on social media.

Jägermeister's sponsorship of a streamed video series follows past marketing efforts to engage audiences on their mobile devices. Last year, the brand ran a Halloween-themed promotion with location data provider Foursquare that let mobile users see "Darke Spirits" in augmented reality. The company used geolocation technology to guide mobile users to nearby bars that serve Jägermeister and created digital content that people could view by scanning bottles of the liqueur.