Dunkin’ Donuts has partnered with Madison Square Garden in a new agreement that will see the coffee and donut company sponsor some of the New York’s leading sports franchises.
The multi-year deal with the Madison Square Garden Company means Dunkin’ Donuts will become an official sponsor of NBA basketball team the New York Knicks, NHL ice hockey franchise the New York Rangers, WNBA women’s basketball team the New York Liberty, and Madison Square Garden itself where each of the teams play their home games.
The partnership will also see Dunkin’ Donuts become the presenting partner of the Knicks’ and the Liberty’s digital features, meaning it will have a brand presence on the two clubs’ official websites. It will also organise sweepstake competitions to give away VIP experiences to Knicks and Rangers fans.
Tom Manchester, vice-president of field marketing at Dunkin’ Brands, added: “This landmark deal is a watershed moment for the brand as we continue to expand our presence in the sports world.”
Madison Square Garden Company’s executive vice-president of marketing partnerships, Ron Skotarczak, said: “We are always searching for opportunities to enhance our fans’ experience when they attend an event in one of our buildings and this partnership with Dunkin’ Donuts continues to help make that happen.”
As part of the agreement company will have significant advertisement exposure throughout Madison Square Garden during Knicks, Rangers and Liberty games and two stalls selling Dunkin’ Donuts produce.
The latest partnership illustrates Dunkin’ Donuts intentions to break into sports advertising and builds on last month’s sponsorship of the National Women’s Hockey League.