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Volume 26 No. 3
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Dunkin' Extends NHL Deal In U.S.; Adds Canes, VGK

Dunkin’ has signed a multiyear renewal of its sponsorship deal with the NHL that will see the company 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. 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. NHL Group VP/Partnership Marketing Evin Dobson noted the league has brought on more than 12 new partners or partnership renewals in the last year, and called the Dunkin' extension “almost a no brainer.” Fenway Sports Management Dir of Consulting Kate Hogan, whose company serves as Dunkin’s sports marketing agency of record, negotiated the partnership for the QSR.

Dunkin’ plans to build off the positive feedback and results it achieved with its NHL-themed marketing campaign this season, which included a national ad featuring Bruins RW David Pastrnak. Activation plans for next season currently are undetermined, according to Dunkin’ U.S. Senior VP/Integrated Marketing Tom Manchester. Dobson added, “We’re still in the planning phase with Dunkin’ to get a sense of what we might do next year.”

The renewal announcement comes just before the start of Stanley Cup Final Game 5 and on the eve of Friday’s National Donut Day. Manchester said, “The moons are really aligning around 48 hours of fun times with Dunkin’. ... We’re happy about the partnership. And we’re happy about National Donut Day tomorrow. It’s a good one-two punch for us.”