Jägermeister & Barstool Sports

Jägermeister, the iconic German liqueur, blends tradition with the modern lifestyle of its 21+ Gen Z audience to connect through music, sports, and events. Barstool Sports, boasting one of the largest Gen Z following of any media brand, delivers unfiltered content on sports and pop culture to a young, male-dominated audience. Both brands are powerhouses in engaging consumers with their bold, dynamic approaches to entertainment and lifestyle.

We leveraged Jägermeister's global campaign, Damn That’s Cold, and translated “ice cold” to incredible moments in sports. We developed a collaboration between Jägermeister and Barstool Sports to seamlessly integrate Damn That’s Cold messaging into Barstool's Mostly Sports podcast. As the first-ever presenting sponsor, Jägermeister is featured prominently in every episode of the podcast, including branding, logos and verbal mentions by the hosts. We provided banter-filled live reads (e.g. "0°Fs given") to match the energy of the podcast and to align Jägermeister with the excitement of big sports moments. We also provided a Jägermeister ice-cold Tap Machine on set to celebrate "ice-cold" moments in sports as they are reported.

A weekly branded segment, the "Damn That’s Cold Minute," showcases the sharpest zingers and comebacks from athletes and coaches in pre- and post-game interviews. Jägermeister content is also extending into the Barstool Sports social space (Instagram, X, YouTube and YouTube shorts), reaching beyond our dedicated audience and bringing in new fans.

This innovative approach entertains and educates listeners on the best way to enjoy Jägermeister: an ice-cold shot chilled to 0°F, authentically blending Jägermeister’s brand messaging with Barstool’s dynamic sports content.

Just four months into the nine-month-long campaign, we have already seen remarkable success:
• Exceeded the Barstool Sports Tune In Impression goal by +70%
• YouTube Shorts have performed exceptionally well, delivering +10% above the Barstool Engagement Rate benchmark
• Comment threads from Barstool Sports audience organically referencing the campaign by name “damn that’s cold” in comments. They are recalling how you should be properly drinking Jägermeister at 0 degrees F. Jägermeister has become part of the “Jämily”.