Liverpool Football Club and Dunkin’ Brands Group, Inc. announced a multiyear partnership Thursday, which sees the iconic American brand break into the Barclays Premier League.
This new partnership will see Dunkin’ Brands enter the UK’s top-flight football league, and Reds fans will benefit from this relationship as Dunkin’ looks to expand its businesses into new territories. Dunkin’ Brands is the parent company for both Dunkin’ Donuts and Baskin-Robbins, and together they will bring fans closer to the club through innovative promotions and activity across the globe.
“We’re delighted to be joining forces with Dunkin’ Brands, one of the world’s most iconic names. Dunkin’ Donuts will be our official coffee, tea and bakery provider and Baskin-Robbins will be our official ice cream provider, we welcome both to the LFC family,” Billy Hogan, chief commercial officer for Liverpool FC said.
“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” he added.
“With 18 English league titles and five European Cups, Liverpool FC is one of the world’s most renowned football clubs, so we’re very excited to partner with them as we continue to grow our two winning brands, Dunkin’ Donuts and Baskin-Robbins, around the world,” said John Costello, president, global marketing and innovation for Dunkin’ Brands, said. “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.”
Dunkin’ Brands currently has more than 18,000 points of distribution in nearly 60 countries worldwide, including nearly 11,000 Dunkin’ Donuts restaurants in 33 countries and more than 7,250 Baskin-Robbins shops in nearly 50 countries. In 2013, Dunkin’ Brands opened 790 net new restaurants around the world, with 415 of these restaurants located outside the U.S.