Dunkin’ Brands, Inc., which is the parent of Dunkin’ Donuts and Baskin-Robbins, has signed up NBA All Star and two-time league MVP, LeBron James on a multi-year marketing agreement to promote both brands in selected markets. James will be featured in press advertisements, online media and in-store marketing plus he will make personal appearances in markets such as China, Taiwan, India and South Korea. Dunkin’ Brands has more than 5,400 restaurants in the Asia-Pacific region.
John Costello, Chief Global Marketing and Innovation Officer of Dunkin’ Brands realised after meeting James at the Festival of Sport in 2011 held in Shanghai that the basketball athlete had a big following in Asia. Costello feels the star will be a great ambassador for the two brands.