Dunkin' Donuts Renews Celtics Sponsorship
Dunkin' Donuts has renewed its sponsorship agreement with the Boston Celtics in a three-year extension, which will run through the 2012-13 NBA season.
As part of the extension, Dunkin' Donuts will 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.
"We are thrilled to extend the Boston Celtics partnership with Dunkin' Donuts, a long-term sponsor of our team and an extremely active member of our community," said Rich Gotham, Boston Celtics president. "We look forward to continuing to grow two great New England brands together while having a positive and lasting impact on the communities we serve."
Dunkin' Donuts will activate the sponsorship through comprehensive community relations and promotional programs, including the Dunkin' Donuts "KidZone," a special seating section at the TD Garden in which Dunkin' Donuts hosts children from charitable organizations at every Celtics game. Since 2001, the Dunkin' Donuts "KidZone" has provided thousands of tickets to children throughout New England 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," said Tom Manchester, Dunkin' Donuts director of sports marketing. "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."
Dunkin' Donuts also announced 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." Allen will be featured in television 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.
"I'm excited to work with Dunkin' Donuts like so many great Boston athletes have in the past," said Allen. "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."
Allen will tip-off the "Caught Cold" campaign by joining the Celtics street team in their initial quest to find and reward Dunkin' Donuts Iced Coffee drinkers.
"We are especially excited to work with an athlete and individual of Ray Allen's caliber," continued Manchester. "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."