The NHL ice hockey league has extended its partnership with alcoholic beverage brand Jägermeister in a multi-year deal.

Under the agreement, Jägermeister will remain the ‘official shot’ of the NHL and will continue to link up with individual teams to localise the message.

The Boston Bruins, Philadelphia Flyers, St. Louis Blues, Minnesota Wild and Buffalo Sabres will join Jägermeister’s roster of local NHL team sponsorships, which already includes the New York Rangers, Tampa Bay Lightning, Dallas Stars, Vegas Golden Knights and Nashville Predators.

The partnership will see the brand create programmes supported across various retail, in-venue and on-premise channels and allows Jägermeister to activate at the NHL Winter Classic, NHL Stadium Series, and other marquee events.

Chris Peddy, Mast-Jägermeister US chief marketing officer, said: “This continued collaboration allows consumers and hockey fans alike to have even greater opportunities to partake in the shared, ice cold moments Jägermeister is famed for.

“We know that the ‘official shot of NHL’ designation resonates with passionate hockey fans across the country and the toastable moments they share around the game, and we’re thrilled that this experience will be extended.”

As the official shot of the NHL, Jägermeister will continue to present the best ‘Shot of the Night’ across television and digital outlets. Additionally, Jägermeister will host a variety of events and media and hospitality programs throughout the 2019-20 NHL season.

Jason Jazayeri, NHL senior director of business development, added: “Building on our success thus far, the extension of our partnership will focus on delivering unique content and experiences to our fans for years to come. We look forward to deepening our relationship with such an innovative brand.”