NHL, Dunkin' Donuts Ink Multi-Year Deal

Dunkin’ Donuts has signed its first national sports league partnership and becomes the official U.S. coffee, donut and breakfast sandwich of the National Hockey League.

The U.S. distinction is important, since Canada-based Tim Hortons restaurants — whose co-founder had a storied hockey career — has sponsorships not just with the NHL, but also with a handful of individual Canadian teams: Montreal Canadiens, Toronto Maple Leafs, Calgary Flames, Vancouver Canucks, Ottawa Senators, Winnipeg Jets and the Edmonton Oilers. 

The Dunkin’ Donuts partnership will officially launch during the 2017 Bridgestone NHL Winter Classic outdoor game in St. Louis on Jan. 2.  

New York Rangers captain Ryan McDonagh and Boston Bruins center David Backes will join Dunkin’ Donuts as national brand spokespersons. McDonagh and Backes will be featured in a series of advertisements, along with U.S. Women’s Team Captain and star of the Boston Pride, Meghan Duggan.



Dunkin’ Donuts will be prominently featured at several of the NHL jewel events, including the NHL Winter Classic, NHL All-Star Weekend, NHL Stadium Series and the NHL’s year-long Centennial celebration. Dunkin’ Donuts will be included in advertising, LED signage and Jumbotron displays, as well as on-site activations at each jewel event.

The brand also will have significant presence across NHL’s broadcast and digital platforms in the U.S. Additionally, Dunkin’ Donuts has a multimillion-dollar partnership with NBC Sports that will include custom in-game features and dasherboard visibility, as well as advertising across broadcast, digital and social media channels throughout the NHL season.

Dunkin’ Donuts will also offer special NHL team logo donuts for a limited time throughout the season at participating U.S. restaurants in select markets.   

Prior to launching a league-wide partnership with the NHL, Dunkin’ Donuts has maintained local partnerships with several prominent NHL franchises including the Boston Bruins, Chicago Blackhawks, Nashville Predators, New York Rangers, Philadelphia Flyers, Pittsburgh Penguins, Tampa Bay Lightning and Washington Capitals.  As a result of the national sponsorship, the Anaheim Ducks, Arizona Coyotes, Colorado Avalanche, Dallas Stars, San Jose Sharks and St. Louis Blues have joined the brand’s roster of local NHL team sponsorships. 

1 comment about "NHL, Dunkin' Donuts Ink Multi-Year Deal".
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  1. Jonathan Hutter from Northern Light Health, December 6, 2016 at 8:15 a.m.

    What are the Canadians who play on U.S. teams going to do eh? 

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