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Volume 26 No. 60
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The Breakfast Club: Dunkin' Renews Sponsorship With NHL In U.S.

Dunkin’ is renewing its sponsorship with the NHL and will remain the official coffee, donut and breakfast sandwich of the league in the U.S. The QSR also is adding two new team deals with the Hurricanes and Golden Knights. They join a stable of teams that have a deal with Dunkin’, including both current Stanley Cup Final participants. The brand and the NHL launched their partnership at the '17 Winter Classic, and that original deal marked Dunkin’s first national sports league partnership. As part of the league deal, Dunkin’ will continue to have a significant presence across broadcast and digital platforms in the U.S., and will be prominently featured at NHL jewel events -- such as the Winter Classic, All-Star Weekend and Stadium Series -- through advertising, in-arena signage, Jumbotron displays and on-site activations. Dunkin' will have in-game dasherboard presence during all games broadcast on NBC or NBCSN. The brand and the NHL launched their partnership at the '17 Winter Classic, and that original deal marked Dunkin’s first national sports league partnership.

TIME TO MAKE THE DONUTS: Dunkin’ spent 17% of its total ad spend from Oct. 1-June 6 around NHL programming, according to an SBJ analysis of iSpot.tv data. The QSR spent a total of $64.1M on ads during that time frame that aired on national linear TV (live, time-shifted, network and cable), VOD, OTT and regional/local TV. Around $17.0M (27%) of that ad spend was earmarked for sports, and $11.1M was spent around the NHL. An ad featuring Bruins RW David Pastrnak has been in heavy rotation during NHL games on NBC and NBCSN.