Retail in Asia

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Dunkin’ announces marketing partnership with NBA all-star LeBron James in Taiwan

Dunkin’ Brands, Inc, the parent company of two of the world’s most recognised brands, Dunkin’ Donuts and Baskin-Robbins, yesterday announced a multi-year marketing agreement with NBA All-Star and two-time league MVP LeBron James to support the company’s continued growth in Taiwan.

Under the terms of the agreement, James will work to promote both Dunkin’ Donuts and Baskin-Robbins in Taiwan through advertisements, online media and in-store marketing, as well as personal appearances at select brand locations. The partnership is another step, for both James and Dunkin’ Brands, in their continued focus on connecting with consumers and fans in Taiwan. The Company has more than 5,400 restaurants in the Asia Pacific area, including 35 Dunkin’ Donuts in Taiwan. In 2011 James’ did his fourth tour of Asia. He has the number-one selling basketball jerseys and basketball shoes in mainland China.

The idea for a Dunkin’-James partnership originated in Shanghai, China. After meeting James at the world festival of sport event this past summer, Dunkin’ Brands chief global marketing and innovation officer John Costello recognised the basketball star’s tremendous following in the region.

"When I met LeBron in mainland China and watched him interact with fans, I realised that with his incredible appeal in the AsiaPacific region and our incredible growth opportunity in the area, he would be the ideal brand ambassador for Dunkin’ Donuts and Baskin-Robbins in both our established and emerging markets," said Costello. "We are delighted to have LeBron, a world-class athlete, representing Dunkin’ Donuts in Taiwan and believe our customers here will be thrilled about this announcement."

"I am really excited about partnering with Dunkin’ Brands and connecting with the huge community of basketball fans in Taiwan on their behalf," said James. "Baskin-Robbins and Dunkin’ Donuts are brands with an incredible passion for their customers, and I look forward to contributing to their growth in this region."

Dunkin’ Brands has almost 16,800 restaurants in nearly 60 countries and is one of the largest US quick service restaurant companies internationally by unit count. Dunkin’ Brands opened more than 600 net restaurants on a global basis in 2011 with almost 450 of those locations opening outside the United States.