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SBD/January 17, 2014/Marketing and Sponsorship
Published January 17, 2014
A PREMIER DEAL: Dunkin' Brands Group on Thursday announced a multiyear sponsorship with EPL club Liverpool, making it the official coffee, tea and bakery partner for the team, with Baskin-Robbins becoming its official ice cream partner. Assets in the deal include Dunkin' Donuts and Baskin-Robbins match-day LED board signage at Liverpool home matches, as well as mentions of both brands on Liverpool digital media, TV spots and print ads in programs and the monthly magazine (Liverpool). See Friday's issue of SportsBusiness Daily Global for more on the Dunkin'/Liverpool partnership.
YOU MAKE ME FEEL LIKE DANCING: In Baltimore, Lorraine Mirabella notes ballerina Misty Copeland "will be the face of Under Armour in a marketing campaign this year to attract more women to the sports brand." UA said that the marketing campaign is its "biggest ... ever this year for its women's brand as it tries to expand sales in the category" Copeland in '07 "became the American Ballet Theatre's first African-American soloist in two decades" (Baltimore SUN, 1/17).
LET'S GET WEIR: Canadian juice and smoothie bar chain Boost Juice has partnered with golfer Mike Weir to launch a nation-wide initiative aimed at energizing Canadians in the pursuit of living a healthy and active lifestyle (Booster Juice).