Dunkin’ Donuts ties with Liverpool to accelerate global expansion

Dunkin Donuts is ramping up its marketing activity by sponsoring Liverpool FC as part of a wider move to expand the brand in the UK and Asia. 

Dunkin’ Donuts has signed a sponsorship deal with Liverpool FC.

The two-year tie-up marks the brand’s first partnership with a Premier League Club and will see it develop co-branded campaigns with the team. 

The Dunkin’ logo will appear throughout the club’s Anfield stadium, while it will also supply snacks and beverages to fans on match days.

Dunkin’ says it will work to bring fans closer to the club through “innovative” promotions across the globe. It is currently deciding what channels it will focus on. However, it has been quick to adopt new marketing channels such as Vine in its domestic US market in recent months.

It is hoping to use the Liverpool tie-up to help secure franchise deals in London, the Midlands and eventually Scotland following its return to the UK last year. The company pulled out of the region in the mid-1990s and has outlined a five-year plan to grow its profile across the region.

Dunkin’ will activate the deal in other markets where football’s popularity is growing such as Asia and the US.

A spokesman says there were no immediate plans to sign additional deals with other Premier League clubs.