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Dunkin’ Donuts parent company signs marketing deal with Liverpool Football Club

Dunkin’ Brands Group, which in September disclosed plans to have its Dunkin’ Donuts chain reenter the United Kingdom after a long absence, has entered a multiyear marketing partnership with Liverpool Football Club, a British soccer team.

Dunkin’ Donuts will be the official coffee, tea, and bakery partner for Liverpool FC, and sister chain Baskin-Robbins will be the team’s official ice cream partner.

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Along with the Boston Red Sox, Liverpool FC is owned by Fenway Sports Group, which is led by principal owner John Henry and chairman Tom Werner.

Henry also owns The Boston Globe, its websites, and affiliated companies.

Dunkin’ Brands said it has a longstanding marketing partnership for Dunkin’ Donuts with the Red Sox.

“With 18 English league titles and five European Cups, Liverpool FC is one of the world’s most renowned football clubs, so we’re very excited to partner with them,” John Costello, president of global marketing and innovation for Dunkin’ Brands, said in a statement.

In September, the company said that nearly two decades after Dunkin’ Donuts pulled out of the United Kingdom, it would be returning to London with the hope that an expanded menu, changing habits, and a rebounding British economy would help it gain popularity there.

Chris Reidy can be reached at reidy@globe.com.
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