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Dunkin’ Donuts - primarily an eastern U.S. phenomenon, though most Easterners don’t realize it - is on an aggressive expansion to reach some key areas in the western part of the country. With that in mind, it has selected Fenway Sports Group to expand its sports marketing programs.
Dunkin’ Donuts has sharply increased its marketing activity of late within sports, aligning itself with six Philadephia-area Division I-A schools, the NHRA and Yahoo Sports, among others, according to FSG.
The donut company plans to continue to seek involvement in larger ventures with some type of ownership stake, such as its 50 percent interest in Roush Fenway Racing, last fall’s purchase of a minor league baseball team in Salem, Va., and its deal to stage an AVP tournament each year in Massachusetts.
In addition to those efforts, FSG will work on lining up corporate consulting and event management.
McDonald’s is counting on giving Dunkin’ Donuts a run for its money on the coffee front: the fast food chain plans to add coffee bars complete with baristas at its nearly 14,000 locations.
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