Liverpool Signs New American Partnership
Liverpool FC has signed a new multi-year partnership with Dunkin’ Brands Group, the American parent company of the Dunkin’ Donuts and Baskin-Robbins brands, becoming the first Barclays Premier League side to do so.
Dunkin’ Donuts becomes Liverpool’s official coffee, tea and bakery provider, while Baskin-Robbins will serve as the club’s official ice cream provider.
According to the club, the deal aims to bring Reds fans ‘closer to the club through innovative promotions and activity across the globe’.
Billy Hogan, Liverpool’s chief commercial officer, said of the deal: ‘We’re delighted to be joining forces with Dunkin’ Brands, one of the world’s most iconic names.’
‘Fans across the globe will benefit from this partnership as Dunkin’ Brands look to expand their business in locations including the UK and Asia, bringing exciting partnership activation to new territories and ultimately helping to bring fans closer to the club no matter how far away from Anfield they live.’
John Costello, the president of global marketing and innovation for Dunkin’ Brands, added: ‘We look forward to working with Liverpool FC on a number of exciting marketing initiatives and engaging with football fans worldwide in the coming years through this partnership.’
The club, once again chasing UEFA Champions League qualification this year, has already been busy off the pitch in 2014 securing nine international TV deals and its first Indian sponsorship deal.
