• Loading stock data...
Saturday, July 12, 2025

NHL Keeps Running On Dunkin’ With New Deal

Jun 1, 2019; St. Louis, MO, USA; Boston Bruins right wing David Pastrnak (88) celebrates after scoring a goal against the St. Louis Blues in the second period in game three of the 2019 Stanley Cup Final at Enterprise Center. Mandatory Credit: Jeff Curry-USA TODAY Sports
NHL Dunkin' Deal
Photo Credit: Jeff Curry-USA TODAY Sports

Dunkin’ has signed a multi-year extension of its deal with the NHL, continuing its position as the official coffee, donut and breakfast sandwich of the league in the U.S.

The deal, expected to be announced tonight prior to game five of the Stanley Cup Final in Boston, marks the twelfth major partner that the NHL has signed or renewed its deal with in recent months.

Dunkin’ became an NHL league-level sponsor in 2017, which was the company’s first-ever national sports league partnership. Over the course of the last two seasons, the partnership has seen Dunkin’ become one of the NHL’s most active corporate sponsors in terms of its presence at major NHL events, partnerships with local teams, marketing campaigns and other fan-facing efforts.

READ MORE: Following NBA’s Lead, NHL Taps Massive Chinese Market for Fans

NHL Group Vice President of Partnership Marketing Evin Dobson said that since becoming a sponsor, Dunkin’ has ranked at the top or in the top three of the league’s internal metrics regarding fan awareness or engagement of its partners.

Dunkin’ has been front and center this Stanley Cup Final as well, as its national advertising campaign starring Eastern Conference Champion Boston Bruins forward David Pastrnak has been heavily featured during NBC’s television coverage of the playoffs. The campaign was created by BBDO Worldwide, which was named Dunkin’s new agency of record in April 2018.

“When you have an advertising campaign that even the broadcast talent is talking about on-air, you know you’re creating great fan engagement with what you’re doing,” Dobson said.

Tom Manchester, Dunkin’ U.S. senior vice president of integrated marketing, said much of the deal with the league will be similar to how its current deal is structured – it will continue to hold exclusive rights in those U.S. categories, it will activate around the partnership at NHL league events and it will have a presence across broadcast, digital and social media channels throughout the season, which includes a multi-million dollar partnership with NBC Sports for custom in-game features during games. Dunkin’ will also activate alongside the NHL’s esports tournament, the NHL Gaming World Championship, which will hold its final in Las Vegas later this month.

However, the new deal will see Dunkin’ adding two new local team partnerships in the deal, with the Carolina Hurricanes and the Vegas Golden Knights. Dunkin’ now has 15 NHL team-level deals.

READ MORE: NHL Turns to Corner Ice Placements to Grow On-Ice Ad Revenue

Dunkin’ will also launch a new activation around the league deal ahead of next season, Manchester said, declining to comment further as those plans have only just started.

“Over these last two years, the idea that coffee and espresso is a big part of the hockey world and hockey family’s lives has only been reinforced for us,” Manchester said.

Dunkin’s NHL deal also serves as “the centerpiece” of that outreach to hockey families, Manchester said.

In addition to its league-level NHL deal in 2017, Dunkin’ has also made additional investments into hockey, signing a deal with USA Hockey in 2016 as well as the NWHL in 2015, becoming the women’s league first corporate sponsor.

While both of those deals have since lapsed, Manchester said that on the NWHL front, the company is in talks with the league about renewing it. He noted that Dunkin’ views “women’s hockey as just as important as men’s.”

[mc4wp_form id=”8260″]

However, Dunkin’ is not planning on more broadly renewing its partnership with the U.S. governing body. Manchester said that while Dunkin’ had activated heavily around the U.S. Women’s National Hockey Team and players like Meghan Duggan during the 2018 Winter Olympics, it had nothing in place with USA Hockey at the moment – although he said Dunkin’ could potentially do something around the team or its players heading into the next Olympic cycle in 2022.

Both Dobson and Manchester declined to comment on the financial terms of the deal, other to say the multi-year deal’s investment level is in line with the previous deal. Fenway Sports Management, who is Dunkin’s sports marketing agency of record, negotiated the deal on behalf of the company.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Oct 27, 2024; Philadelphia, Pennsylvania, USA; A general view of the Wells Fargo Center before game between Philadelphia Flyers and Montreal Canadiens.

New Philly Arena Will Redefine Home-Court Advantage, CEO Says

The forthcoming venue will arrive with plenty of ambition among its owners.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.