The National Hockey League (NHL) and Dunkin Donuts have announced a new multi-year deal, which will make the American donut chain the league’s official coffee, bagel and breakfast sandwich partner in the US.
The agreement means that Dunkin’ Donuts will receive prominent branding at major events, including the NHL All-Star Weekend and the league’s year-long centennial celebrations.
Although the brand has a history of local partnerships with several NHL franchises, the agreement marks its first agreement with a national sports league. It will officially be launched on 2nd January at the 2017 Bridgestone NHL Winter Classic in St Louis.
Additionally, Dunkin’ Donuts will feature ostensibly across the NHL’s broadcast and digital platforms in the US. The brand also recently signed a multi-million dollar deal with NBC, the NHL’s US broadcast partner, which will provide Dunkin Donuts with dasher board visibility and advertising across several platforms.
Boston Bruins centre David Backes and New York Rangers captain Ryan McDonagh are set to become national brand spokespersons, and will be joined in advertisements by US women’s captain Meghan Duggan.
Dave Lehanski, the senior vice president of business development and global partnerships at the NHL, said: “Dunkin’ Donuts’ coffee, donuts and breakfast sandwiches are synonymous with hockey at all levels. We’re excited and proud to welcome Dunkin’ Donuts to our NHL family.”
Tom Manchester, the vice president of field marketing at Dunkin’ Brands, added: “As the NHL celebrates its centennial year, we are thrilled to be partnering with such an iconic league, giving our fans many more opportunities to engage with their favourite hockey teams.”
For a limited time, Dunkin’ Donuts will offer special NHL team logo donuts at selected restaurants.