Jägermeister, the iconic ice cold shot brand, today announced a collegiate sports partnership supporting four powerhouse athletics programs – Michigan, Florida, LSU, and Oregon.Under individual agreements with each institution, Jägermeister will serve as a proud spirits partner, delivering branded experiences, digital activations, sweepstakes, hospitality support, and national alumni engagement programs tailored to fans of legal drinking age. The multi-school collaboration reflects Jägermeister’s strategic commitment to connecting with culturally influential communities and energizing college sports fandom in a responsible, 21+-focused manner.

“These universities represent excellence, legacy, and some of the most passionate fan communities in collegiate athletics. Partnering with these powerhouse programs gives us an incredible stage to show up for fans in an authentic, responsible, and unforgettable way,” Cindy Wang, CMO Jägermeister US commented “Jägermeister has always been about celebrating the moment with friends, and we’re excited to build meaningful experiences that truly connect with 21+ fans on game days and beyond.”

All activations and campaigns are designed and executed to target audiences 21+ and comply with all university and state guidelines.