USL League One and Jägermeister agree to multi-year entitlement partnership for new “USL Jägermeister Cup”
USL League One clubs will battle for “A Shot at Glory” during new and exciting in-season cup competition kicking off April 27
TAMPA, Fla. – USL League One today launched the USL Jägermeister Cup, the inaugural USL League One cup competition. Jägermeister joins as the entitlement partner for the tournament, and an exclusive partner to the USL League One.
The USL Jägermeister Cup is an in-season, World Cup-style tournament that creates additional matches of consequences in the annual calendar. The tournament also includes non-traditional modifications to encourage attacking soccer, such as penalty shootouts to determine match winners during the group stage and goals scored as the first tiebreaker in the group standings.
“The inaugural USL Jägermeister Cup will provide exciting and memorable moments for player and fans, and we couldn’t be more excited to team up with Jägermeister as the title sponsor,” said USL League One President Lee O’Neill. “A unique tournament needs a unique partner, and Jägermeister’s commitment to bringing people together for a fun, communal experience matches what we’re aiming to accomplish with this in-season tournament. We can’t wait to see which USL League One club will take their shot at glory, if you will, and win the first USL Jägermeister Cup.”
The USL Jägermeister Cup’s visual identity, developed by the USL’s in-house creative team, takes its inspiration from the unique stag motif found on Jägermeister labels the world over and from the silhouette of a traditional shot glass. The design proudly expresses the sense of fun and brand relevance that is central to the cup’s ethos.
Teams and players will be highlighted throughout the tournament as they play for “A Shot at Glory,” in features like “Shot of the Game,” where fans can vote on the best goal of the matchday, and a “Round of Shots” goal compilation video. Fans will also have their own shot at glory the “Shot at Glory Bracket Challenge,” launching ahead of the first matchday.
Fans can expect to see the Jägermeister brand throughout the entire tournament in branded ball stands, specialty merchandise, in-stadium signage, LEDs and in all tournament-related social media content.
“Our partnership with the USL continues the brand’s long history with soccer,” said Charles Littlefield, CMO at Jägermeister. “We are excited to launch the Jägermeister Cup and look forward to fans responsibly enjoying ice cold shots of Jägermeister while watching the tournament with friends.”
The USL Jägermeister Cup kicks off on April 27, with dedicated matchdays integrated throughout the USL League One season. The group stage will wrap on the weekend of Aug. 31 and the cup final will be held on Sept. 28 or 29, with no other USL League One matches taking place that weekend. The group stage schedule is already set and can be found on the league website. The USL Jägermeister Cup will be streamed exclusively on ESPN+.
About Jägermeister:
Introduced over 80 years ago, Jägermeister, German for “Master Hunter,” is one of the world’s most successful liqueurs and available in 150 countries. The iconic taste of Jägermeister is not left to chance but is due to decades of experience, a safely guarded secret recipe consisting of 56 natural herbs, blossoms, roots, and fruits including star anise, cardamom, cinnamon, and ginger roots, and 383 quality checks. The botanical ingredients are extracted in their raw, unprocessed form through a gentle, weeks-long process of cold maceration to create Jägermeister’s base. The base, housed in more than 400 oak casks, then “breathes” for one full year, which is key to creating the complex and balanced flavor of Jägermeister’s legendary taste profile. Jägermeister is 35% Alc./Vol. and imported exclusively by Mast-Jägermeister US, White Plains, NY. Visit www.jagermeister.com and follow @JagermeisterUSA on Facebook, Twitter and Instagram. DRINK RESPONSIBLY.
About USL League One:
Shaping the future of soccer in the United States, USL League One is in the midst of its sixth season as a USSF-sanctioned third-division league. Announced in 2017 and launched in 2019, League One currently consists of 12 clubs stretching across the country, with plans to expand to Southern California, Texas, Southwest Florida and multiple other locations across the United States in order to more than double its footprint within the next five years. With talent-development systems and multiple soccer-specific stadium projects on the horizon, and numerous national team players, the quality of League One on and off the field is rising at an unprecedented rate.
