Günter Mast is considered the pioneer of jersey advertising as he recognised the enormous potential of sport for his marketing before anyone else did.
In one of the wildest periods of the present era, Günter Mast took care of the players of Eintracht Braunschweig. His idea: Replace the lion on the Eintracht Braunschweig players’ chest with the Jägermeister stag and gain a presence on the playing field. It took a lot of convincing until Günter Mast could win the DFB (German Football Association) for his idea. In 1973, in a home game against Schalke 04, the Jägermeister stag head finally sat enthroned on the jerseys of the long-haired soccer players. More famous than any other team before, the Braunschweig players committed to their sponsor, who remained with them until the end of 1986.
An ingenious but also significant move. Günter Mast had recognised soccer as a mass phenomena and, to this day, remains a pioneer in the commercialisation of soccer. What used to be revolutionary, is today a matter of course. Jersey advertising has become popular over the years worldwide.
Today, Jägermeister in Germany has completely pulled out of sports sponsorship, as from the company’s perspective, alcohol and sports do not belong together. Learn more about this in our Jägermeister Marketing Code.