Dunkin’ Donuts has signed a deal to become the official coffee shop of USA Hockey and the U.S. women’s national team, augmenting its December sponsorship of the fledgling National Women’s Hockey League. The deal extends at least through the '18 PyeongChang Games, though the parties would not disclose the precise duration or financial terms of the contract. The chain wants to become closely associated with women’s hockey from the grassroots to the national team, said Dunkin' VP/Field Marketing Tom Manchester. The USA Hockey deal will serve as an extension of the league-level NWHL rights, in addition to a brand ambassador deal struck with silver medalist and Buffalo Beauts F Meghan Duggan. With NWHL franchises in Buffalo, Boston, N.Y. and Connecticut, Dunkin' will reach its core market, he said, but “the USA Hockey partnership will help us be relevant in even more markets." Dunkin' will place its logo on the women’s national team's practice jerseys, and will also activate on site at the '17 IIHF World Championships, set for a to-be-determined U.S. city, and the '17 Women’s Four Nations Cup. Dunkin' will begin social and digital marketing during the ongoing hockey season with plans to launch a more fully fleshed out campaign this fall, Manchester said. The contract includes rights to the men’s hockey team as well. Dunkin’ joins brands such as Kraft, Heinz, LaBatt and Toyota in USA Hockey’s sponsor portfolio. Kate Hogan from Fenway Sports Management helped facilitate the deal.
