Fresh off the start of a new season, ESPN has reached a multiseason deal with Dunkin' Donuts, confirming their role as an official sponsor of Monday Night Football. More specifically, Dunkin' Donuts is set to become the official sponsor of the "Field Pass" segments of the programming. These segments show what happens on the field prior to kickoff, giving viewers a look at how players and coaches as they prepare for the game. Now when you this segment airs, the Dunkin' Donuts logo will be featured.
Nicholas Dunham, director of media for Dunkin' Donuts, believes that this long-term deal makes perfect sense for his brand. The "Field Pass" segments are all about preparation for the game, just as Dunkin' Donuts are often used to help prepare people for their day. And Dunkin' Brands are no stranger to the sports world; they just signed a 10-year extension of their naming rights to the Dunkin' Donuts Center in Providence, home to the Providence Friars men's basketball team.
This looks like a good deal for both sides. ESPN has found yet another way to incorporate advertising into its games, and Dunkin' Donuts should see an increase in business with this level of publicity. After all, ESPN's Monday Night Football did receive an average of 14.7 million viewers per game last year. For Dunkin' Donuts, this move comes in a year that has already been a big one in terms of marketing. They've spent an estimated $115 million in total, and hope to see results in the year to come.
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I feel as though Dunkin' Donuts no longer even needs advertising. Who exactly is DD's competition? I can't think of any. Krispy Kreme couldn't even come close to taking over veteran Dunkin'...not to mention their doughnuts were pretty awful. Starbucks MAY present some competition, just because of the whole coffee selling thing.
ReplyDeleteDunkin’ Donuts gives off an “All-American family” kind of vibe, which Starbucks and Krispy Kreme did not. DD has also been around for 60 years.
I believe that if DD wants to advertise before Monday Night Football, good for them. But, I still believe that it is somewhat pointless. They do not need to spend $115 million to get their name out to the public. Everyone already knows.
Save your money for sprinkle research. I’ve always wanted a glow-in-the-dark donut.