Dunkin’ Donuts has rolled out a multi-season deal with ESPN to become the sole sponsor of the network’s Monday Night Countdown “Field Pass” segments. Adweek.com served up all of the details.
The donut chain’s decision to set itself within one of ESPN’s most-watched programs is all part of the brand’s plan to expand its already strong regional marketing strategy. This sponsorship is the first that ESPN has built around its “Field Pass” segments which are shot from multiple locations on and around the playing field.While both partners said they wouldn’t rule out an eventual on-air integration, the current plan is for the Dunkin’ Donuts logo to be prominently featured throughout these special segments.
The donut franchise believes that the ESPN partnership is a particularly good match for the brand. “It’s all about the preparation that goes into the big event,” said Nicholas Dunham, director of media for Dunkin’ Brands, “It ties in with how people use Dunkin’ to get ready for the game, the morning, you name it.”
Dunkin’ Donuts actually has a long association with East Coast sports franchises. The brand currently has regional sponsorships with the New York Giants, New England Patriots, Boston Celtic,s and New York Jets. It’s also the official coffee of the Dallas Cowboys and Cowboys Stadium. In June, the company signed a 10-year extension of its naming rights to the Dunkin’ Donuts Center in Providence, Rhode Island, which will allow the brand to secure its alliance with the arena, which is home to the American Hockey League’s Providence Bruins, as well as the Providence College Friars.
Now with fans perking up with excitement over football season, Dunkin Donuts’ has an enormous audience watching all of the action brewing on the football field.
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