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February 1, 2023

Dunkin’ Donuts Park to change its name as part of rebranding

Andrew Larson | Hartford Business Journal A crew removes the Dunkin' Donuts moniker from the sign at Dunkin' Donuts Park, which is being rebranded as Dunkin' Park.
By Andrew Larson

The home of the Hartford Yard Goats, Dunkin’ Donuts Park, is undergoing a rebranding.

Workers on cranes removed the company’s logo and Dunkin’ Donuts Park moniker, one letter at a time, on Monday. As of Wednesday morning, the sign that towers over Main Street remained blank.

The downtown Hartford stadium where the Yard Goats play their home games, which opened in 2017 as part of a North End revitalization project, will be renamed Dunkin’ Park and a new sign will be installed before the team’s opening day on April 6, said Jeff Dooley, a spokesman for the team.

The Yard Goats, named after the slang term for “switch engines” that shuttle rail cars between locomotives, are the minor league affiliate of the Colorado Rockies Major League Baseball team. 

In 2019, when Dunkin’ Donuts changed its name to Dunkin’, the ballpark retained its original name. The coffee shop chain has a long-term sponsorship agreement with the Yard Goats and the city of Hartford, which owns the stadium.

Details about the rebranding aren’t yet available, Dooley said Tuesday.

Dunkin’ Donuts Park was named “Best Double-A Ballpark in America” by Ballpark Digest in 2022 for the fourth time in six years.

The parent company of Dunkin Donuts’ paid at least $250,000 a year for the ballpark’s naming rights, the Hartford Courant reported in 2018. 

According to the Courant, Josh Solomon, the Yard Goats’ owner, would not disclose exact figures, but said the team receives the first $50,000 annually for the naming rights. The city and the team split the rest. 

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