Dunkin’ Donuts Announces Partnership With Liverpool Football Club

Dunkin’ Donuts (DNKN) has officially announced a partnership with one of the oldest soccer clubs in the world, Liverpool.

In a statement on their website, Nigel Travis, Chairman & CEO of Dunkin’ Brands said:

“Dunkin’ Brands has had a wonderful start to 2014 and I’m thrilled to announce an exciting opportunity for both Dunkin’ Donuts and Baskin-Robbins. Dunkin’ Brands today announced a multi-year marketing partnership with Liverpool Football Club (FC), one of the world’s most historic and famous football clubs, to support global expansion of the Dunkin’ Donuts and Baskin-Robbins brands.”

Dunkin’ Donuts is aiming at re-entering the British market after it pulled out 20-years ago.

Although it may seem odd for the American company to enter into a partnership with a British soccer team, no matter how old, there’s a logical explanation for the move.

Fenway Sports Group owns both the Boston Red Sox and Liverpool F.C. and DNKN is based in Massachusetts.

Some are suggesting this deal doesn’t make any sense since probably nobody in Liverpool has ever had a Dunkin’ Donut, but it shouldn’t take much to convince the rowdy British soccer fans.

Dunkin’ Donuts is very popular in the East Coast of the US where you can find one of their restaurants in every neighborhood.

Travis added:

“With football being the most popular sport around the world, and with its growing popularity in many key markets for Dunkin’ Donuts and Baskin-Robbins, such as the U.S., we see this as an opportunity to continue growing all three of the brands together in the years ahead. With this partnership, Dunkin’ Donuts will become the official coffee, tea and bakery partner for Liverpool FC, and Baskin-Robbins will become the official ice cream partner. It will also help both Dunkin’ Brands and Liverpool FC further engage with our loyal and passionate fans around the world through joint promotions, digital and print advertising and appearances during pre-season tours.”

The Dunkin’ Donuts CEO is a dual American and British citizen — raised in Essex — with a passion for soccer is personally excited to enter into the partnership with Liverpool, winner of 18 English league titles and 5 European cups.

The fast food company has also been making a move towards the West Coast and recently announced it will be expanding operations in Northern California.

Dunkin’ Donuts plans to open 380 to 410 new locations in the US next year and many more internationally. It opened its first locations in the United Kingdom and Vietnam last year and plans to open 100 restaurants in China this year.

Dunkin’ Donuts expects to have 15,000 locations in the US by 2020.

[Image via Dunkin’ Donuts Twitter]