Dunkin’ Donuts Signs Deal with NHL, Becomes League’s Official Coffee

Bruins star David Backes will become a spokesperson.

Photo via iStock/New_Folder

Photo via iStock/New_Folder

Dunkin’ Donuts has inked a multi-year partnership deal with the National Hockey League, making the Canton-based coffee giant the official coffee, doughnut, and breakfast sandwich of the NHL.

Dunkin’ Donuts, which already has a sponsorship deal in place with the Boston Bruins, will be prominently featured in NHL broadcasts and advertising, as well as the league’s marquee events, including the Winter Classic, All-Star Weekend, and Stadium Series.

“As the NHL celebrates its Centennial year, we are thrilled to be partnering with such an iconic league, giving our fans many more opportunities to engage with their favorite hockey teams,” said Dunkin’ Brands VP Tom Manchester in a statement Monday. “NHL fans, much like Dunkin’ Donuts fans, are some of the most loyal, energetic and passionate fans around.”

Dunkin’ Donuts will unveil team logo doughnuts in select markets for a limited time, and Bruins star David Backes will join the New York Rangers’ Ryan McDonagh as official spokesmen.

“Dunkin’ Donuts’ coffee, donuts and breakfast sandwiches are synonymous with hockey at all levels—whether you’re a hockey fan, parent, or player,” said NHL senior VP Dave Lehanski. “We’re excited and proud to welcome Dunkin’ Donuts to our NHL family, and look forward to working together to engage hockey fans all across the country.”

Dunkin’ Donuts signed a similar deal with the fledgling National Women’s Hockey League last year, marking the NWHL’s first corporate sponsorship. Dunkin’ is also the official coffee shop of the 2016 U.S. national women’s hockey team.