Dunkin’ Brands announces Liverpool FC partnership

American donut firm Dunkin’ Brands has announced a multi-year marketing partnership with Liverpool Football Club (LFC).

According to Nigel Travis, chairman and chief executive of Dunkin’ Brands, the union will “support global expansion of the Dunkin’ Donuts and Baskin-Robbins brands”.

In a statement, Travis said: “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 US, we see this as an opportunity to continue growing all three of the brands together in the years ahead.”

The partnership sees Dunkin’ Donuts become the official coffee, tea and bakery partner for the football club, and Baskin-Robbins will become the official ice-cream partner.

Joint promotions, as well as digital and print advertising, have also been cited to help both Dunkin’ Brands and Liverpool FC engage with its fans.

Billy Hogan, chief commercial officer at Liverpool FC, added: “We're delighted to be joining forces with Dunkin’ Brands, one of the world’s most iconic names. Dunkin’ Donuts will be our official coffee, tea and bakery provider, and Baskin-Robbins will be our official ice-cream provider - we welcome both to the LFC family.”

On social media site Twitter, the Dunkin' Donuts UK account revealed to a fan that the brand plans to open an outlet inside the club's grounds: "We don't have a store in the stadium yet, but we will do soon! Watch this space..."

In December last year, Dunkin' Donuts UK announced expansion plans for more outlets in Chelmsford and Cambridge.

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