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Marketing and Sponsorship

Dunkin' Donuts Location Not Honoring Ravens Promos Despite Being In Team's Territory

A Dunkin' Donuts location in a Maryland county deemed by the NFL as Ravens territory on Friday "wasn't participating in the 'Ravens Win, You Win' or 'Purple Friday' deals promoting free coffee and doughnuts," according to Jeff Barker of the Baltimore SUN. A spokesperson for Dunkin' Donuts said that since the Lusby, Md., location is "about an hour's drive from the nation's capital," it is in "what it considers the Washington market." Ravens President Dick Cass said, "I am not sure what map Dunkin' Donuts is looking at. It may be a map showing the TV market for Washington and the TV market for Baltimore. They probably do it that way because Dunkin' Donuts runs TV ads in Baltimore about a promotion and those ads are not running on Washington TV stations." Barker noted neither party "seemed to consider the matter a big deal." The stores at issue represent a "small fraction of the 150 Dunkin' Donuts outlets in the Baltimore area." The chain has "just over 200 stores in the Washington market and is not a Redskins sponsor." Dunkin' Donuts said that it "indeed relies on 'designated market areas'" that Nielsen uses to measure local television viewing. But the DMA map of the Baltimore-Washington area "looks different from the NFL's boundaries." The NFL in '04 "defined the counties in which Ravens marks and logos may be used in promotions," and the Redskins were "given exclusive marketing rights in Montgomery and Prince George's counties while the Ravens got the rest of the state" of Maryland (Baltimore SUN, 10/8). 

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