Industry News | January 16, 2014

Dunkin’ Brands Teams Up with Liverpool FC

Dunkin’ Brands Group Inc., the parent company of Dunkin’ Donuts and Baskin-Robbins, announced a multiyear marketing partnership with Liverpool Football Club (FC), one of the world's most historic and famous football clubs, to support global expansion of the Dunkin’ Donuts and Baskin-Robbins brands. Under the agreement, Dunkin’ Donuts will become the official coffee, tea, and bakery partner for Liverpool FC, and Baskin-Robbins will become the official ice cream partner.

The partnership will help both Dunkin’ Brands and Liverpool FC further engage with their fans around the globe through joint promotions, digital and print advertising, and appearances during pre-season tours. Dunkin’ Brands currently has more than 18,000 points of distribution in nearly 60 countries worldwide, including nearly 11,000 Dunkin’ Donuts restaurants in 33 countries and more than 7,250 Baskin-Robbins shops in nearly 50 countries. In 2013, Dunkin’ Brands opened 790 net new restaurants around the world, with 415 of these restaurants located outside the U.S. As a testament to its global fan base, Liverpool FC, an English Premier League football club, has over 200 Official Supporters Clubs all over the world in 62 different countries, including the U.K., U.S., Spain, Germany, Brazil, China, Japan, Thailand, India, Malaysia, Australia, and South Africa.

“With 18 English league titles and five European Cups, Liverpool FC is one of the world’s most renowned football clubs, so we’re very excited to partner with them as we continue to grow our two winning brands, Dunkin’ Donuts and Baskin-Robbins, around the world,” says John Costello, president of global marketing and innovation for Dunkin’ Brands. “We look forward to working with Liverpool FC on a number of exciting marketing initiatives and engaging with football fans worldwide in the coming years through this partnership.”

Dunkin’ Brands’ marketing partnership with Liverpool FC continues the company’s strong and ongoing relationship with Fenway Sports Group, owner of Liverpool FC and the Boston Red Sox. The company also has a long-standing marketing partnership for Dunkin’ Donuts with the Boston Red Sox.

“We’re delighted to be joining forces with Dunkin’ Brands, one of the world’s most iconic quick service restaurant names. Dunkin’ Donuts will be our official coffee, tea, and bakery provider, and Baskin-Robbins will be our official ice cream provider, and we welcome both to the LFC family,” says Billy Hogan, chief commercial officer for Liverpool FC. “Fans across the globe will benefit from this partnership as Dunkin’ Brands looks to expand their business, bringing exciting partnership activation to new territories, and ultimately helping to bring fans closer to the Club no matter how far away from Anfield they live.”

With the deal, Dunkin’ Donuts and Baskin-Robbins will have access to match-day LED field board signage at Liverpool FC home games, joint participation in pre-season tours to boost guest and supporter engagement, and access to Liverpool FC’s global digital media, as well as print ads in monthly magazine and programs, and spots on Liverpool TV. Additionally, Dunkin’ Donuts and Baskin-Robbins will recieve Liverpool FC tickets and autographed items for joint promotions and sweepstakes.