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Dunkin' Brands signs marketing deal with LeBron James for China expansion

March 6, 2012

As Dunkin' Brands plans to expand its Dunkin' Donuts and Baskin-Robbins' footprints in China by 100 stores in the next few years, the company is betting on NBA star LeBron James to get the word out to consumers in the country.

According to Reuters, Dunkin' Brands has signed a mulit-year marketing agreement with James, who currently plays for the Miami Heat and who has a broad base of fans in China. 

CEO Nigel Travis said the company picked James as its brand ambassador in Asia because of his huge appeal in the country. As part of his agreement, James will promote both brands through advertising, online media and in-store marketing. He also will make public appearances at some locations.

According to the Wall Street Journal, James' marketing deal with Dunkin' Brands is worth more than $1 million.

The company also plans to cater its signature products to local palates, including offering savory doughnuts such as shredded pork flavor, and milk tea.

Dunkin' Brands has more than 5,400 units in the Asia-Pacific region, and is aiming to add at least 250 net new stores by 2015.

Read more about marketing efforts.