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USL League One and Jägermeister Agree to Multi-Year Entitlement Partnership for New "USL Jägermeister Cup"

March 18, 2024 - United Soccer League One (USL1) News Release


TAMPA, Fla. - Today, the USL League One is launching 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 tie-breaker 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, and 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 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 April 27, with dedicated matchdays integrated throughout the USL League One season. The group stage will wrap the weekend of August 31 and 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 at uslleague.com/league-schedule. The Jägermeister Cup will be streamed exclusively on ESPN+.

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