Never before a company had sponsored a football club’s jerseys to use them as advertising space – until 1973.
The Braunschweig Eintracht club walked into the stadium proudly sporting the Jägermeister stag on their chests. The ground-breaking marketing idea to sponsor Bundesliga jerseys came from Günter Mast, the legendary marketing pioneer during the 1970s and 1980s. It cost him 100,000 marks and a short legal dispute with the DFB that was well-covered in the media, until the Jägermeister logo was inextricably interwoven with the history of the Braunschweig club.
In subsequent years, Jägermeister went on to sponsor many other sports such as show jumping, bobsleigh, handball, gliding, windsurfing, American football, figure skating, as well as the German Touring Car Masters (DTM). What was revolutionary at that time is a matter of course today. Jersey advertising has long become established worldwide. Today our marketing and communications activities will not claim that the consumption of Jägermeister enhances mental ability or physical performance.You can read our Marketing Code to learn more about the values to which we are committed.