Carolina Panthers fans will now find a Krispy Kreme fix at home games.
Homegrown doughnut maker Krispy Kreme announced this morning a three-season sponsorship deal with the professional football team. The arrangement includes the right to sell the company's sweet stuff at Charlotte's Bank of America stadium.
Krispy Kreme, based in Winston-Salem, has struggled in recent years amid the recession, management missteps and over-expansion. The company has cleaned up its books and is trying to boost interest in its iconic "Hot Now" treats by adding more coffee drinks, ice cream and other products.
The chain also is opening new stores, including one in Knightdale recently, its second Triangle location. A new store in downtown Raleigh also is expected to open by the end of October.
"Because we are actively looking for suitable locations to build additional Krispy Kreme shops in the Charlotte metro area, the opportunity to offer our unique products at Panthers games ties nicely into our plans for growth in the region," said CEO Jim Morgan, in a prepared statement.
Krispy Kreme shares, down 31 percent in the past year, rose 1 cent to $3.05 this morning.