Jägermeister has become quite the popular liqueur of late. They broke new ground in the 1970s in becoming jersey sponsors in the Bundesliga (with Eintracht Braunschweig), and now we see them as presenting sponsor of a new TV show on Spike: “Toughest Cowboy.”
Emanating from venues in top major markets including Chicago, Atlanta, Indianapolis, Columbus, Raleigh, and Minneapolis-St. Paul, “Toughest Cowboy” features twelve daring competitors in one of the world’s fastest-growing sports. These fearless cowboys must ride in three dangerous disciplines each night – bareback bronc riding, saddle bronc riding, and bull riding – an unprecedented test of endurance in modern rodeo competition. One competitor will be eliminated each week in a Knock-Out elimination bull ride match. The ultimate “Toughest Cowboy” Champion crowned in the last tournament will win his dream—the deed to a spectacular ranch in the Rocky Mountains of Wyoming.
Emmy-award winning producer Mark Burnett, behind such landmark series as Survivor and The Apprentice, serves as executive producer for “Toughest Cowboy”. “Toughest Cowboy” marks the first series to emerge from a pact between Mark Burnett Productions and AEG announced earlier this year.
Jagermeister is the most popular shot brand in the United States. Considered a tough competitor in bars and nightclubs, Jagermeister is excited to bring that competitive edge to rodeo.
So how does a German herbal liqueur get interested in rodeo? Well, there’s a special drink called the “Jäger Bomb,” consisting of a half-glass of the energy drink Red Bull and shot of Jägermeister. No slouch when it comes to marketing, Red Bull is modern marketing success and prominent sports sponsor around the world.