1970 – 1987

1970 – 1987

Fast cars, stag shirts and a unique campaign

The 1970s are legendary in Jägermeister’s marketing history, kicking off to a truly turbulent start: Despite initial reservations, the German Football Association (DFB) agreed to place the Jägermeister stag on the chests of the men playing for Eintracht Braunschweig. Nevertheless, the team wore their new kit for the first time on 24 March 1973 in a game against Schalke 04. Negotiations were tense in the build up to the game. On the day of the game, the Jägermeister logo still had to be measured with a ruler to ensure its diameter did not exceed the approved 14 centimeters the brand was permitted on the front of the jersey. In sponsoring Eintracht, Jägermeister became the first brand in Germany to appear on a football kit, paving the way for a brand new form of advertising in the process.

From football to motor racing in 1972, with successful drivers such as Graham Hill, Niki Lauda and Hans-Joachim Stuck making motor sport history in bright orange race cars that remain popular to this day: Collector’s models of the Porsches, BMWs and Opels that bore the Jägermeister design represent almost three decades of motor sport advertising with the stag.
From 1973 onwards the unique campaign “I drink Jägermeister because...” provided over 3,500 reasons to drink Jägermeister by the German public. Each motif with witty, cheeky and often ironic slogans appeared only once.

At the same time in 1974, Jägermeister made its first major journey across the ocean to the USA.