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Dunkin’ Donuts is brewing up a multiseason pact with ESPN’s Monday Night Countdown, signing a deal that makes it the exclusive sponsor of the show’s “Field Pass” segments.
Fresh off its July IPO, Dunkin’ is expanding on a robust regional marketing strategy, placing itself within one of ESPN’s most-watched programs. Last season’s kickoff edition of Monday Night Countdown drew 2.05 million viewers on Sept. 13.
Viewership of the pre-game show tends to increase in direct proportion to the strength of the weekly matchup.
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