"By joining forces, Lavazza is trying to signal that it belongs in that same tier of prestige. The connection goes even deeper with ambassadors like ATP World No. 1 Jannik Sinner, whose Italian roots and elite play make him a natural fit for the brand. Both Lavazza and the US Open are centered around experience - whether it's savoring a perfectly crafted coffee or watching an intense rally. The Open draws both avid sports fans and casual visitors, thanks in large part to on-site activations that could easily fill a whole day even without the tennis."
""The US Open itself continues to resonate unlike any other event," says Daniele Foti, Marketing VP North America at Lavazza Group. "It is a cultural phenomenon that commands global attention.""
"Lavazza is one of the brands making the most of that opportunity. During the event, fans could immerse themselves in Italian coffee culture across the grounds, enjoying classics and signature drinks, such as the fan-favorite Espresso Martini."
Authenticity, creativity and growth potential form the foundation of the most effective sports partnerships. Lavazza leverages its decade-long association with the US Open to align its premium coffee positioning with the event's culture of excellence. The partnership uses aligned ambassadors like Jannik Sinner and immersive on-site activations to create experiential touchpoints that engage both avid fans and casual visitors. These activations offer Italian coffee culture across the grounds, including signature drinks like the Espresso Martini, and aim to signal Lavazza’s belonging in a tier of global prestige. Such collaborations focus on synergy, memorable experiences and long-term brand growth.
Read at Entrepreneur
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