Special to NYSportsJournalism.com
December 5, 2016: The NHL’s Centennial Celebration just got a lot sweeter, giving players and fans a reason to run on Dunkin’ Donuts.
The league said it has signed a multi-year deal with Dunkin’ Donuts making the company the official U.S. coffee, donut and breakfast sandwich for the NHL.
Financial teams of the pact were not released.
The pact will officially launch during the 2017 Bridgestone NHL Winter Classic outdoor game in St. Louis, scheduled for Jan. 2, 2017.
Dunkin' Donuts said this would be its first national sports league partnership,
The NHL has an official deal with Tim Hortons coffee and donut chain in Canada.
"As the NHL celebrates its Centennial year, we are thrilled to be partnering with such an iconic league, giving our fans many more opportunities to engage with their favorite hockey teams," Tom Manchester, vp-field marketing for Dunkin' Brands, said in a statement.
"NHL fans, much like Dunkin' Donuts fans, are some of the most loyal, energetic and passionate fans around. Dunkin' Donuts' coffee, donuts and breakfast sandwiches are sure to keep hockey fans running throughout the season," said Manchester.
To support the U.S. pact with the NHL, Canton, Mass.-based Dunkin’ Donuts said it would expand its marketing presence via deals with New York Rangers captain Ryan McDonagh and Boston Bruins center David Backes.
McDonagh and Backes will be featured in multi-media marketing, along with Meghan Duggan, U.S. Women's Hockey Team captain and star forf the Boston Pride of the National Women’s Hockey League.
Duncan’ Donuts is already an official corporate sponsor of the NWHL and via a partnership with USA Hockey the official coffee shop of the U.S. Women's National Team.
In addition to the Winter Classic, Dunkin' Donuts will be “prominently featured” other NHL jewel events, including All-Star Weekend, the Stadium Series and the NHL's year-long Centennial celebration.
Dunkin' Donuts presence will include ads, LED Signage, Jumbotron displays and on-site activations.
Dunkin' Donuts will also have significant presence across NHL's broadcast and digital platforms in the U.S.
As part of a multi-million dollar partnership with NBC Sports, Dunkin’ Donuts presence will include custom in-game features, dasherboard visibility; and ads across broadcast, digital and social media channels, beginning Jan. 2 and continuing throughout the NHL season.
"Dunkin' Donuts' coffee, donuts and breakfast sandwiches are sure to keep hockey fans running throughout the season."
Dunkin' Donuts said it already has alliances with such NHL franchises as the Bruins, Chicago Blackhawks, Nashville Predators, Rangers, Philadelphia Flyers, Pittsburgh Penguins, Tampa Bay Lightning and Washington Capitals.
Via the new leaguewide partnership with the NHL in the U.S., Dunkin’ Donuts will now have alliances with the Anaheim Ducks, Arizona Coyotes, Colorado Avalanche, Dallas Stars, San Jose Sharks and St. Louis Blues.
Dunkin' Donuts said it would offer special NHL team logo donuts for a limited time throughout the season at participating U.S. restaurants in select markets.
According to Dave Lehanski, svp-business development and global partnership for the NHL, "This groundbreaking deal, marking the NHL as the first professional sports league partner for Dunkin' Donuts, reflects the power and reach of the NHL brand and our ever-growing fan base.
"Dunkin' Donuts' coffee, donuts and breakfast sandwiches are synonomous with hockey at all levels - whether you're a hockey fan, parent, or player. We're excited and proud to welcome Dunkin' Donuts to our NHL family, and look forward to working together to engage hockey fans all across the country," said Lehanski.
Duncan’ Donuts athlete roster also includes Rob Gronkowski of the NFL’s New England Patriots and recently retired MLB all-star David Ortiz.