Dunkin' Donuts has apologized for an ad campaign on Twitter featuring a coffee-themed version of Liverpool's club crest.
The Dunkin' Donuts version replaced the two eternal flames with cups of iced coffee. The flames were added to the crest in 1993 in memory of the 96 people killed in the Hillsborough disaster in 1989.
“We apologize for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC Crest," the company said in a statement, according to the Liverpool Echo. "As a proud partner of LFC, we did not intend any offense, particularly to the Club’s supporters. We have removed the tweet and halted the campaign immediately."
A memorial to those killed at Hillsborough stands outside Liverpool's stadium. The disaster occurred at an FA Cup semifinal between Liverpool and Nottingham Forest when overcrowding caused fans to be crushed against a fence.
The Massachusetts-based Dunkin' Donuts signed a "multi-million pound" sponsorship deal with Liverpool, which is owned by Boston Red Sox owner John Henry, in 2014.
- Dan Gartland