In 1972, Jägermeister took off as a motor sports sponsor: More than 150 of the best drivers got behind the wheel for the specially founded Jägermeister Racing Team.
Jägermeister runs through the annals of German and international motor sports like an orange thread. From Formula 1 to the German Touring Car Championship – the orange stag was always seen in the fast lane.
The winning streak began in 1972 with drivers of the international racing elite. Great drivers such as Graham Hill, Niki Lauda or Hans-Joachim Stuck sat behind the wheels. By the turn of the millennium, the Jägermeister Racing Team had brought more than 500 victories to Wolfenbüttel.
In 2000, the motor sports commitment of the Jägermeister Racing Team ended; however, today the bright orange racing cars are still highly sought after. As collectors items, the models by the racing powerhouses Porsche, BMW and Opel in Jägermeister designs are reminders of almost three decades of motor sports advertising "with the stag".
Today, Jägermeister has completely withdrawn from sports sponsorship as, from the company’s perspective, alcohol and sports do not belong together. Learn more about this in our Jägermeister Marketing Code.