The United Soccer League (USL), the organizer of the second and third-tier US domestic competitions, has signed a new sponsorship deal with Jägermeister, the German liquor brand.

Under the agreement, the brand will title sponsor the USL Jägermeister Cup, an inaugural cup competition for the third-tier USL League One (USL1).

Jägermeister will be the entitlement partner for the tournament and an exclusive partner of USL1.

As part of the deal, Jägermeister branding will be present through activations such as 'Shot of the Game', where fans can vote on the best goal of the matchday, the 'Round of Shots' goal compilation video, and a fan activation, the 'Shot at Glory Bracket Challenge', launching ahead of the first matchday.

Additionally, Jägermeister branding will be present in ball stands, specialty merchandise, in-stadium signage, LEDs, and in all tournament-related social media content.

The USL Jägermeister Cup is an in-season tournament in the annual USL1 calendar and kicks off on April 27. It will be streamed exclusively on the ESPN+ platform.

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The USL recently renewed its broadcast deal with US sports broadcaster ESPN, which will see it continue to air action from the USL Championship and USL League One.

Earlier this month, the USL agreed a long-term, global betting rights partnership with Sportradar, the sports technology company.

Under a six-year agreement, Sportradar will have exclusive rights to collect, license, and distribute the league’s official betting and media data.