What do you do if you want to establish your brand in a new market? Well, you can do any number of things. One of the best ways to gain a strong presence in a new market is to research the language, culture, trends, and other facets of the population and tailor your marketing efforts accordingly.

Sports are an important part of the universal cultural arena. A lot of people follow their favorite sports teams ardently by watching on television, following their favorite teams on social media, attending live games or matches, purchasing merchandise, and much more. Therefore, why not look at popular sports franchises in your new market as potential partners for your global marketing initiatives?

That is exactly what Dunkin’ Brands Group, Inc. did. This week, the parent company that owns Dunkin’ Donuts and Baskin Robbins announced a multi-year partnership with Liverpool Football Club (FC), one of the most successful and internationally-known franchises in Barclay’s English Premier League.

What is the significance of this partnership? Simple. Dunkin’ Donuts will become the official coffee, tea and bakery partner for Liverpool FC, and Baskin-Robbins will become the official ice cream partner, according to a news release. Dunkin’ Donuts is looking to establish a presence in the United Kingdom, where they currently only have one store.

Partnering with one of the UK’s most historic clubs in a country where football (soccer) is such a big part of their culture is a great way to do it. Football (soccer) is such a global game, and the FC has many fans that span the globe. This will help gain exposure for Dunkin’ Brands overseas as well when fans tune into games and see Dunkin’ Brand’s splashed across the scoreboard. Dunkin’ Brands and the FC will work together on joint promotions and advertising initiatives that will try to engage fans while at Anfield Stadium and also while following the club internationally. The FC will benefit financially from the sponsorship of the global brand.

Talk about teamwork!

Sports and marketing come together quite frequently. We see athletes endorsing brands all of the time. Super bowl commercials have become almost as “must-see” as the game itself. On the international stage, it is no different. Sports are a part of most cultures, and many sports franchises have an international presence. Fans of these teams display great passion and it is a great idea to connect with these fans and perhaps generate passion for your brand similar to the passion they display for their team. Partnering with a business that has a strong relationship with your target market is a great initial step when entering a new market. They can become an ally for you in establishing a foothold, and both sides can develop a mutually beneficial relationship while accomplishing your global marketing goals.