Fenway Sports Group (FSG), a leading sports and entertainment marketing firm, Monday announced that Dunkin’ Donuts, the world’s largest coffee and baked goods chain, has selected FSG as its sports marketing agency of record.

In this role, FSG will help Dunkin’ Donuts shape its sports marketing strategy, develop programs that leverage Dunkin’s current broad-ranging portfolio of marketing assets, and maximize the value of its future sports, entertainment and event marketing partnerships.

FSG will also work with Dunkin’ Donuts’ national sponsorships team and field marketing managers to negotiate potential sports properties, agreements, and provide tactical support for its national sports marketing calendar programs.

"Fenway Sports Group brings together a unique combination of sports marketing knowledge and a keen understanding of what works in the marketplace,” said Tom Manchester, Director, Sports & Entertainment Marketing for Dunkin’ Donuts. "Their knowledge and experience, as well as strategic thinking and execution, will be a major asset to our sports marketing efforts.”

“Dunkin’ Donuts is one of the most well-known and well-respected consumer brands in the country and FSG is thrilled to have been chosen to play a lead role in helping them develop and execute their sports marketing program,” said Mike Dee, President of Fenway Sports Group. “We look forward to helping Tom and his team achieve their business objectives by delivering marketing programs that are true to the Dunkin’ Donuts’ brand and engage the company’s existing customers and target audiences.”

Dunkin’ Donuts, a long-time industry leader in the sports marketing arena, has a broad portfolio of sports marketing partners throughout the United States.

Since its inception, FSG has created successful integrated sports marketing programs for clients such as Boston College, Major League Baseball Advanced Media, the Boston Red Sox and the PGA TOUR’s Deutsche Bank Championship. In February 2007, the company purchased 50 percent of Roush Racing to form Roush Fenway Racing, the first time owners of a professional franchise in one of the four major leagues partnered with a NASCAR team.

(Source: Sportsbusinessnews.com)