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NHL satisfies sweet tooth with Dunkin’ Donuts deal

Coffee and baked goods chain Dunkin’ Donuts has entered into a multi-year partnership with North American ice hockey league the NHL.

The agreement, Dunkin’ Donuts’ first with a national sports league, names the company as the official coffee, doughnut and breakfast sandwich of the NHL in the United States.

The partnership will officially launch with the 2017 Winter Classic game between the St. Louis Blues and Chicago Blackhawks at St. Louis’ Busch Stadium on January 2.

Dunkin’ Donuts will receive brand exposure at showpiece NHL events, including the Winter Classic, All-Star Weekend, Stadium Series and the year-long centennial celebration in 2017.

The company will benefit from advertising, LED signage and jumbotron displays, as well as on-site activations. Dunkin’ Donuts will also be granted further promotion across NHL’s broadcast and digital platforms in the US.

Dunkin’ Donuts holds a lucrative partnership with the NBC Sports Group division of US media company NBCUniversal, which grants it custom in-game features and dasherboard visibility, as well as advertising across broadcast, digital and social media channels from January 2 and throughout the NHL season.

Ryan McDonagh (right of picture) of the New York Rangers and the Boston Bruins’ David Backes will serve as national brand spokespersons for Dunkin’ Donuts. The pair will feature in a series of advertisements alongside Meghan Duggan, captain of the US women’s team.

Dunkin’ Donuts will also offer special team-branded doughnuts for a limited time throughout the season at participating US restaurants in selected markets.

Dunkin’ Donuts already held partnerships with the Boston Bruins, New York Rangers, Chicago Blackhawks, Nashville Predators, Philadelphia Flyers, Pittsburgh Penguins, Tampa Bay Lightning and Washington Capitals. As a result of its partnership with the NHL in the US, it has added the Anaheim Ducks, Arizona Coyotes, Colorado Avalanche, Dallas Stars, San Jose Sharks and St. Louis Blues to its sponsorship roster.