Zuma PressLeBron James was flanked by fans in Chengdu, China’s western Sichuan province, in August 2011.
European Pressphoto AgencyMiami Heat forward LeBron James shoots around the New York Knicks’ Jeremy Lin ?in a game in Miami on Feb. 23.As the NBA, the world’s sports merchants and everyone in between?gear up to cash in on Jeremy Lin’s growing cult status in Asia, Dunkin Donuts – increasingly ubiquitous in the region’s crowded bakery market?– is opting for a more tried-and-tested basketball star, LeBron James, as the face of their sweet treats.
In an announcement out of Singapore, Dunkin’ Brands said it was launching a partnership worth more than $1 million with the two-time NBA Most Valuable Player, who will partner with the company in its marketing efforts across Asia. Though focused initially on East Asia and India, executives of the company – best known for its doughnuts?and ice-cream chain Baskin Robbins – said the move is part of their efforts to expand across the region, already home to almost a quarter of the American company’s revenue.
The tie-up marks a bet by the company that basketball will continue growing in popularity in a region where sports like English football (also known as soccer) and cricket often draw the biggest crowds and TV ratings. For now, basketball is becoming more popular in places like China, Taiwan and Korea, as well as a few spots in Southeast Asia, such as the Philippines.
LeBron James is hardly a stranger to Asia, and according to Dunkin’s own research, apparel with his name on it is among the best-selling in the region, including the No. 1-selling basketball jersey and shoe. Still, recent events in the NBA do beg the question: What about Jeremy Lin?
“We’re all excited about Jeremy Lin, but he’s still at the early stages of his career,” said the company’s chief global marketing officer, John Costello. “LeBron is a two time MVP – the excitement about Jeremy Lin will increase the excitement about basketball generally, but LeBron is still the most popular in Asia.”
Watch maker Audermars Piguet has also borrowed the MVP for its expansion into the luxury watch market in Asia, with Mr. James visiting China last year to promote the brand.
In its ongoing effort to tap into Asia-Pacific’s swelling middle class, Dunkin’ Donuts will open more than 300 new stores in the region each year over the next several years, accounting for nearly half of its global total of new stores. This will include more than 250 new stores over four years for both Dunkin’ Donuts and Baskin Robbins in China.
See more on this story at Southeast Asia Real Time
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