Friday, October 19, 2007

Top-Selling Imported Liquor Joins National Rodeo Tour

Jägermeister Liqueur, the country’s best selling shot brand and top selling imported liqueur, will be the first presenting sponsor of the Toughest Cowboy rodeo competition and tour. The announcement comes from Jac Sperling, Chairman and CEO Grit Rock Ventures, and Eric Stevens, President AEG Events & Media, owners of this exciting new rodeo format featuring a national 10-city tour and television series.

Rodeo is among the fastest growing sports in America, and Toughest Cowboy is revolutionizing the sport by introducing an exciting and innovative format to new audiences in new venues across America. Unlike other rodeos where riders usually compete in just one discipline, the Toughest Cowboy is an unprecedented test of endurance as all competitors must ride in three disciplines in one night (Bareback Riding, Bull Riding and Saddle Bronc Riding). The events feature head-to-head matches throughout the season leading to the playoffs and championship…ultimately crowning someone the Toughest Cowboy Champion.

The ten-episode, nationally-televised sports competition will air on Fox Sports Network. With its grit and extreme excitement, Toughest Cowboy will be one of the most exhilarating and compelling rodeo events for fans and its partners.

As the Presenting Sponsor and the official and exclusive distilled spirits marketing partner of the ten-event sports tour, Jägermeister will receive integrated signage and branding in arena and on-air within the television episodes. Jägermeister will also receive team sponsorship (branded jersey on one of the ‘Toughest Cowboy’ competitors). The brand will have the opportunity to initiate Toughest Cowboy-branded retail promotions, including a Jägermeister bar tour. Jägermeister becomes the anchor of a growing list of partners who recognize the strength of this new rodeo brand, including Wrangler, Polaris, B & W Trailer Hitches, Super Clean, ReelzChannel and Ariat.

Jägermeister, a leader in music tours and performances, will also sponsor the in-arena concert which takes place at the end of each Toughest Cowboy competition.

Terms of the partnership between Grit Rock Rodeo and the Sidney Frank Importing Company, owners and distributors of Jägermeister, were not released.

“We are excited to be partners with Jägermeister, a legend in the distilled spirits category and the marketing world in general,” says Jac Sperling, Chairman & CEO of Grit Rock Rodeo. “Sidney Frank Importing Co., Inc., the importer of Jägermeister in the United States, has built a very loyal fan following. We know they can help us convert Jägermeister patrons into fans of Toughest Cowboy as we grow this exciting, new TV series and tour dramatically over the coming years.”

“We’re looking forward to getting into the rodeo ring with Grit Rock and AEG,” says Lee Einsidler, CEO of Sidney Frank Importing Co., Inc. “We’ve been searching for a new and exciting way to market Jägermeister, and it’s hard to find anything more exciting than rodeo. We’ve been impressed by Grit Rock and AEG, and we know that the addition of Jägermeister to the Toughest Cowboy will up the volume and amp up the energy.”

“We are thrilled to be partnering with Jägermeister, one of the word’s most recognizable brand names,” says Eric Stevens, President, AEG Events and Media. “Jägermeister’s notoriety and brand appeal is an ideal partner for the Toughest Cowboy. We look forward to working with Sidney Frank Importing to create programming that truly connects this exciting competition and brand association with their customers.”

Imported from Germany and made with herbs and spices, Jägermeister is the most popular shot brand in the United States and the leading imported cordial. Known for its creative marketing and innovative promotions, Jägermeister is imported by Sidney Frank Importing Co., Inc. of New Rochelle, NY who encourages responsible drinking for those 21 and over. For more information, visit

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