The Carolina Panthers partnered with Krispy Kreme Doughnuts in using group player rights to create a player cup series that drove beverage sales for their season-long discount program.

Objective: Drive the QSR retailer’s drink sales, build customer’s existing loyalty program and capitalize on existing Panthers Win Mondays discount program.

Sponsor: Krispy Kreme

Vendor: Boelter


  • 144,000 player cups were produced
  • With six (6) designs, a new player cup was released every 2 weeks  


  • The successful partnership has lasted four consecutive years, with plans for renewal next season with a focus on coffee sales.
  • The promotion was geo-targeted towards Facebook and Twitter posts to reach in-market fans, specifically, to promote their customer reward database, Friends of Krispy Kreme Database.
  • Collectable player cup series has driven sales for the local NC and SC market area.


Tags Marketing Strategy

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