Jägermeister will serve as entitlement partner for USL’s in-season tournament in a multi-year deal.
USL League One’s in-season cup finally has a name: The USL Jägermeister Cup.
The German liqueur brand will serve as the entitlement partner in a “multi-year deal,” according to the league announcement.
“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 in a statement.
“A unique tournament needs a unique partner,” he continued, ”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.”
USL Jägermeister Cup: A Shot at Glory
USL announced the cup in December as a “World Cup style” in-season tournament. The USL Jägermeister Cup will fill in the required number of matches while also balancing the regular season schedule. The tournament also introduces non-traditional modifications to encourage high scoring. For example, goals scored will act as the first tiebreaker in the group stage. In addition, all matches, including in group stage, will go to penalty kicks immediately following regulation if tied.
The marketing practically writes itself. The league promises taglines such as “A Shot at Glory,” “Shot of the Game,” and a “Round of Shots” compilation of goals scored in the tournament. Fans will also have access to the “Shot at Glory Bracket Challenge,” launched ahead of the April 27th tournament kickoff.
The Jägermeister brand also promises to be a prominent feature at tournament matches, in signage, branded ball-stands and specialty merchandise.
Future of the USL Jägermeister Cup
It’s a huge get for the league, with Jägermeister being such an iconic, global brand. USL did not release specific terms, including financials and the exact number of years in the deal. However, the multi-year deal indicates the league’s desire to continue the tournament at least through next season.
The branding does not specify USL League One, leaving open the possibility of involvement from USL Championship in the future. In December, the league indicated future growth, “including the integration of other leagues” over the next few years.
Richmond Kickers President Rob Ukrop confirmed at the time that another league was invited but wasn’t “ready to jump in yet.”
The tournament starts on Saturday, April 27th with the first four group stage matches, and concludes the group stage on Saturday, September 1st. From there, the winners of the three groups and a wild card (determined by number of goals scored in the tournament) will advance to a semi-final knockout. The final will be on September 28th or 29th, a weekend currently free of other league matches.