SYDNEY: Jagermeister is to sponsor the Independent Music Awards and the Independent Music Charts as part of a branded content deal.
The herbal liqueur brand's tie-up will be aired on XYZ Networks' Channel V, radio station Nova and MySpace as the Jagermeister Independent Music Awards and the weekly Jagermeister Independent Music Charts program.
Branded entertainment company mixitup brokered the agreement and also devised consumer strategy and branding.
Jagermeister brand manager Jonathan Howells, said: “Jagermeister has a long history of alignment with popular and new music, both overseas and in Australia.
"The independent music partnership is a very natural fit for us and we're excited about the plans we have to build this strategic alliance over the coming years.”
In the US, Jagermeister sponsors more than 150 bands across the country and locally Jagermeister has sponsored events in partnership with MTV Networks.
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