Nba Star Lebron James To Promote Dunkin' Donuts, Baskin Robbins In Asia-Pacific

By Tengku Noor Shamsiah Tengku Abdullah SINGAPORE, March 5 (Bernama) -- Dunkin’ Brands, Inc., the parent company of Dunkin’ Donuts and Baskin-Robbins, today announced a multi-year marketing agreement with NBA All-Star and two-time league MVP (most valuable player), LeBron James. This is to support the company’s continued growth in select international markets, including China, Taiwan, India and South Korea. Under the agreement, James will work to promote both Dunkin’ Donuts and Baskin-Robbins in these markets 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 across the Asia Pacific Region. In 2011 James' did his fourth tour of Asia and has the number-one selling basketball jersey and basketball shoe in China. Dunkin’ Brands Chief Global Marketing and Innovation Officer, John Costello said: "When I met James in China and watched him interact with fans, I realised that with his incredible appeal in the Asia Pacific 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. "We are delighted to have James, a world-class athlete, representing our world-class brands in China, Taiwan, India and South Korea, and believe our customers in the region will be thrilled with this announcement," he said at a media briefing here Monday. Commenting on the partnership, James said:"I am really excited about partnering Dunkin’ Brands and connecting with the huge community of basketball fans in China, Taiwan, India and South Korea, on their behalf. "Baskin-Robbins and Dunkin’ Donuts are brands with an incredible passion for their customers, and I look forward to contributing to their growth in these markets," added James. Dunkin’ Brands has more than 5,400 restaurants in Asia Pacific, comprising over 3,050 Baskin-Robbins and 2,400 Dunkin’ Donuts. The group has almost 16,800 restaurants in nearly 60 countries and is one of the largest US's quick service restaurant companies internationally by unit count. In December 2011, Dunkin’ Donuts, one of the world’s leading baked goods and coffee chains, opened its 10,000th restaurant, located in Xi’an China. Additionally, in 2011 Dunkin’ Donuts signed an agreement to enter the Indian market and should open its first location in that country during the first half of 2012. In December 2011, Baskin-Robbins, the world’s largest chain of ice cream specialty shops, signed a master franchising agreement to develop outlets in Vietnam, with the first three shops now open in Ho Chi Minh City. -- BERNAMA