SINGAPORE - Dunkin' Brands Inc. said Monday that NBA superstar Lebron James has agreed to promote Dunkin' Donuts and Baskin-Robbins ice cream in Asia where the company has about a third of its stores.
James will promote Dunkin's brands in China, Taiwan, India and South Korea through advertisements, online media and in-store marketing, Dunkin' said. James will also make personal appearances in Asia after the season ends in June.
Dunkin' executive John Costello declined to give the terms of the deal, but said it was multiyear and worth multimillions of dollars.
"I'm really excited about partnering with Dunkin' Brands and connecting with the huge community of basketball fans" in Asia James said in a statement.
James, a two-time NBA Most Valuable Player, has the bestselling basketball jersey and shoe in China and has visited Asia four times. China is the NBA's second-biggest market after the U.S., and NBA players often visit Asia on behalf of shoe companies or other sponsors during the off-season.
Dunkin' is hoping James' popularity will help boost sales in a region where it has about 5,400 stores, or about a third of its global total.
The James deal "is Asia focused and reflects our commitment to Asia," Dunkin' Chief Executive Nigel Travis told reporters in Singapore. "Lebron has a strong commitment to building his relationship in Asia so he's definitely planning multiple trips to Asia in the off-season this year."