PR gaffe by club sponsor does not go down well with Liverpool fans.


Dunkin’ Donuts, one of Liverpool’s official sponsors, has apologised after tweeting an altered version of the club’s crest that replaced the Hillsborough eternal flames with milkshakes.

The company also replaced the famous Shankly Gates on the top of the crest with a picture of doughnuts and a cup of coffee and instead of the motto: “You’ll never walk alone” they wrote: “America runs on Dunkin’”.

Their tweet, since removed, read: “Love the LFC crest? Tweet us what you’d want on your personal crest and we might surprise you with your own!”

The amended version of the crest was highlighted by fans groups. Kop Magazine (see below) advised  Liverpool fans to contact the American company to explain why the removal of the eternal flame, in particular, was ill advised.

Dunkin Donuts acquiesced to the fan pressure and swiftly removed the offending tweet. They also issued a statement apologising for the campaign.

In a statement they said: “We apologise for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC crest.

“As a proud partner of LFC, we did not intend any offence, particularly to the club’s supporters. We have removed the tweet and halted the campaign immediately.”


  • Riley 1066

    You first.


    You need help.

  • Riley 1066

    Sounds like Liverpool FC is making money off of dead people too.

  • Riley 1066

    Why is it okay for Liverpool FC to make money off of the 96 dead people and not others? Sounds rather hypocritical.


    The flames are a memorial to the 96 fans who died at Hillsborough. If a member of my family had died there I would have been offended. As a Liverpool supporter myself I find this an embarrassing, poorly researched campaign for which they have rightly apologised. You (& Dunkin’ Donuts) should learn your football history before posting.

  • Lewis Jenkins

    Do a little research into what happened at Hillsborough, then you will see…

  • Riley 1066

    In what universe is this POSSIBLY offensive … Soccer fans need medication.