By Barry Janoff
January 16, 2014: Dunkin' Brands Group, the parent company of Dunkin' Donuts and Baskin-Robbins, has signed a a multi-year marketing partnership with Liverpool Football Club of the Barclays English Premier League "to support global expansion of the Dunkin' Donuts and Baskin-Robbins brands."
Under terms of the deal, Dunkin' Donuts becomes the official coffee, tea and bakery partner for Liverpool FC, and Baskin-Robbins becomes the official ice cream partner.
Financial terms were not disclosed.
Dunkin' Brands said it would support the alliance with marketing including global digital media, print ads in monthly magazine and programs, commercials on Liverpool TV, promotions and sweepstakes.
"As a dual American and British citizen born and raised in Woodford, Essex, I am a life-long football fan and have a personal love of the sport, so I am especially pleased about working with this team," Nigel Travis, chairman/CEO for Dunkin' Brands, wrote on his blog. "With football being the most popular sport around the world, and with its growing popularity in many key markets for Dunkin’ Donuts and Baskin-Robbins, such as the U.S., we see this as an opportunity to continue growing all three of the brands together in the years ahead."
Dunkin' Donuts has a long-standing marketing relationship with Fenway Sports Group, owner of Liverpool FC and the Boston Red Sox.
Other Liverpool FC marketing partners include Chevrolet, EA Sports, Gatorade, Carlsberg, MBNA and jersey-front sponsor Standard Chartered.
"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," John Costello, president-global marketing and innovation for Dunkin' Brands, said in a statement. "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."
Liverpool FC has a fanbase around the globe thanks to sociial media and pre-season tours.
Liverpool said it has more than 200 official supporter clubs in 62 different countries, including the U.S., U.K., Spain, Germany, Brazil, China, Japan, Thailand, India, Malaysia, Australia and South Africa.
Liverpool has about 2.3 million followers on Twitter, 14.6 million likes on Facebook.
Dunkin' Brands said it 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., per the company.