Wednesday
Oct202010

Dunkin' Donuts Extension With Boston Celtics Part Of Larger NBA Push

Celtics' guard Ray Allen will get center spotlight in a new campaign from Dunkin' Donuts.October 20, 2010: Dunkin’ Donuts, which has been a sponsor of the Boston Celtics for more than 15 years, has renewed its alliance with the franchise for another three years. The extension, which will focus on community and promotional initiatives, will run through the 2012-13 NBA season.

Financial terms were not disclosed. The renewed alliance coincides with the upcoming start of the 2010-11 NBA season and Dunkin' Donuts' sponsorship push throughout the league. Last week, Dunkin' Donuts opened a location inside Conseco Fieldhouse as part of a new sponsorship deal with the Indiana Pacers. Other Dunkin' Donuts marketing deals with NBA teams include the Chicago Bulls, Washington Wizards and Charlotte Bobcats.

As part of the Celtics deal, Dunkin’ Donuts, based in Canton, Mass., said it would retain its designation as an official team sponsor and continue to have rights to use Boston Celtics team marks and logos in external and internal marketing and advertising campaigns. Dunkin’ Donuts revealed that Celtics All-Star guard Ray Allen will serve as a spokesperson and be fully integrated into the company’s new season-long iced coffee marketing campaign, “Caught Cold.” The company said that Allen would be featured in TV and radio commercials and participate in promotional appearances.

“Caught Cold” is designed to reward New England consumers who are “caught” drinking Dunkin’ Donuts Iced Coffee. Every Thursday throughout the 2010-11 NBA season, the Celtics street team will travel around the region and instantly reward customers spotted drinking Dunkin’ Donuts Iced Coffee with two tickets to an upcoming Celtics home game at the TD Garden.

In addition, Dunkin’ Donuts said it would activate the sponsorship through "comprehensive community relations and promotional programs, including the Dunkin’ Donuts “KidZone” at the TD Garden, a special seating section unveiled in 2001 in which Dunkin’ Donuts hosts children from charitable organizations at every Celtics game who might not otherwise have access to area sporting events.

“We look forward to a mutually beneficial relationship with the Boston Celtics for years to come and we look forward to a great season,” Tom Manchester, Dunkin’ Donuts' director of sports marketing, said in a statement. “This is a great opportunity for us to expand our commitment to the Celtics organization and continue to provide great experiences for the amazing Boston Celtics fans in the communities we serve.”

Regarding the marketing campaign with Ray Allen, Manchester offered, “We are especially excited to work with an athlete and individual of Ray Allen’s caliber. Ray will add a great dimension to our ‘Caught Cold’ campaign, which we feel will be a fun and interactive way for us to reward our loyal guests with the opportunity to experience Boston Celtics basketball action.”

According to Allen himself, “I’m excited to work with Dunkin' Donuts like so many great Boston athletes have in the past. Ever since I've been here, it's been apparent how involved Dunkin' Donuts is in the community and how much they care about their customers. ‘Caught Cold’ is a fun promotion and I’m glad to be part of it, and to provide Dunkin’ Donuts and Celtics fans with the chance to watch me and my teammates play at the Garden."

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