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Dunkin’ Donuts teams up with Madison Square Garden properties

Coffee and baked goods chain Dunkin’ Donuts has entered into a multi-year partnership with the Madison Square Garden Company, the New York-based sports and entertainment firm that oversees the running of some of the US city’s leading sports franchises.

Dunkin’ Donuts has been named the official coffee, baked goods and breakfast sandwich 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, the arena where each of the aforementioned teams plays its home games.

As part of the agreement, Dunkin’ Donuts’ products will be served at two specific locations within the arena. The company will also receive significant advertising exposure at Madison Square Garden during Knicks, Rangers and Liberty home games.

In addition, Dunkin’ Donuts has been named the presenting partner of the Knicks’ and the Liberty’s digital features, granting it further exposure on the two clubs’ official websites. The company will also organise sweepstake competitions to give away VIP experiences to Knicks and Rangers fans.

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.”

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.”