SBD/Issue 142/Sponsorships, Advertising & Marketing

Dunkin' Donuts Selects FSG To Handle Sports Marketing Portfolio

Dunkin' Donuts Taps FSG As
Its Sports Marketing Agency
Dunkin' Donuts has selected Fenway Sports Group (FSG) as its sports marketing agency of record. Under the deal, FSG will develop programs that leverage Dunkin's current marketing portfolio and enhance its future partnerships. FSG also will work with Dunkin's national sponsorships team and field marketing managers to negotiate potential sports properties and agreements (FSG). SPORTSBUSINESS JOURNAL's Eric Fisher writes the long-term deal furthers Dunkin's "push to become a fully national brand." Dunkin' has "sharply increased its marketing activity of late within sports," aligning with six Philadelphia-area Division I schools, the NHRA and Yahoo Sports, among others. FSG Exec VP Mark Lev: "It's no secret that Dunkin' Donuts is on a fairly aggressive expansion." Fisher notes FSG "continues to grow quietly a third business line of corporate consulting and event management run by Lev that will oversee" the Dunkin work. FSG also "works with a handful of other companies in this capacity," including Marriott and EMC (SPORTSBUSINESS JOURNAL, 4/14 issue). In Boston, Scott Van Voorhis noted the Dunkin deal is a "major coup for FSG, which has been building a broad portfolio of deals ranging" from a 50% stake in Roush Fenway Racing to consulting deals "with a range of companies," including CVS and grocer Stop & Shop. Lev said of Dunkin, "As they start to grow their footprint nationally, a lot of the sports marketing activity they will be doing will become more national in scope" (BOSTON HERALD, 4/14).

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