Dunkin’ Donuts and Liverpool FC: A Flavorful Partnership

In January 2014, Dunkin’ Donuts and Liverpool Football Club announced a multi-year partnership that marked the iconic American brand’s entrance into the Barclays Premier League. This partnership, lasting through the 2016/2017 season, brought Dunkin’ Donuts into the spotlight in the UK and further enhanced its global reach as it sought to expand into new markets.

Dunkin’ Donuts Becomes Official Partner of Liverpool FC

As part of the partnership, Dunkin’ Donuts became the official coffee, tea, and bakery partner of Liverpool FC, while Baskin-Robbins, also part of Dunkin’ Brands, took on the role of the official ice cream partner. The deal aimed to connect the brands with Liverpool’s global fanbase through joint promotions, special product launches, and shared marketing activities.

Promotions and Interactive Campaigns

One of the first major campaigns, the “Ultimate Liverpool FC Fan Experience Sweepstakes”, allowed fans to win exclusive experiences, such as a VIP trip to see Liverpool FC play AS Roma in a pre-season match at Fenway Park. Fans could enter by visiting a website and sharing their favorite Dunkin’ Donuts iced coffee flavor. Additionally, Dunkin’ Donuts launched an interactive campaign on Facebook, where fans could create personalized “LFC Yourself” photos featuring Liverpool players, earning extra chances to win.

Exclusive Product Launches and Contests

Dunkin’ Donuts leveraged this partnership to create Liverpool FC-inspired products, such as a special soccer-themed donut with a jelly-filled center and soccer ball design, available in select stores. The launch was accompanied by a social media contest where fans could suggest a name for the donut, with the winner receiving a VIP trip to see Liverpool play. This interactive approach helped strengthen Dunkin’ Donuts’ connection with both football fans and its customers.

Dunkin’ Donuts Expands Its Footprint in Football

Throughout the partnership, Dunkin’ Donuts used creative marketing strategies, including TV and social media advertising, to increase its visibility. This strategic alignment with one of the world’s most iconic football clubs helped Dunkin’ reach new customers in the UK and globally.

Conclusion: A Successful Collaboration

The Dunkin’ Donuts and Liverpool FC partnership concluded at the end of the 2016/2017 season, leaving behind a lasting impact on the sports sponsorship landscape.

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