Lavazza continues its US Open sponsorship

Lavazza x US Open 2023 Partnership. Image: Lavazza (cropped for editorial purposes)

Italian coffee company Lavazza has returned as the official coffee sponsor for the 2023 US Open, which began 22 August, and continues through to 10 September. Since partnering with the US Open in 2015, Lavazza has continued to establish itself as a leading cultural brand in the sports community through extensive partnerships with Grand Slam tournaments providing tennis fans with unique, premium coffee experiences. At this year’s event, US Open attendees will be immersed in Lavazza experience, through presence of Lavazza bars with a wide variety of coffee beverages and unique on-site activations including the Lavazza Prize Wheel.

This year, Lavazza served up a range of offerings during Fan Week 22-27 August, and will continue to do so in cafes located on-site throughout the Open at the USTA Billie Jean King National Tennis Center’s Food Village. Lavazza will be showcasing its blends with a variety of specialty hot and iced coffee beverages from cold brews, lattes, cappuccinos, espressos and more. Lavazza will also offer their selection of ready-to-drink cold Brew cans. Lavazza’s ready-to-drink cold brew is the only one of its kind made with USDA Certified Organic, Rainforest Alliance Certified, 100% Arabica coffee.

Lavazza will host an immersive experience on-site for guests to step foot into the world of Lavazza with a larger-than-life branded photo booth. Consumers who visit the space during Fan Week will also have the ability to spin the Lavazza Prize Wheel for the chance to win a variety of prizes including bags of coffee, coffee beverages and other branded items.

Through its partnership with FIU’s Chaplin School of Hospitality and Tourism Management, Lavazza sponsored a cocktail competition for the graduate students to create custom coffee cocktails using Lavazza’s Ready to Drink coffees. The three winning students will serve up their cocktails within the Lavazza Premium Coffee Corporation’s Suite at this year’s US Open.

“Just as in tennis, we at Lavazza strive for the perfect serve. Our passion for precision, excellence, and the relentless pursuit of improvement unites us with the spirit of the US Open,” shared Jonathan Lehr, marketing director for Lavazza North America, Inc.

Lavazza’s passion for tennis, which began at Wimbledon, has forged a bond between the brand and the sport since 2011. Over this time, Lavazza has served ten million espressos to fans from around the world and is now continuing its mission of spreading Italian coffee, taking part in the world’s most prestigious tennis events. Since 2019 Lavazza has supported a rising star, Italian professional tennis player, Jannik Sinner, now ranked as world No.6, who will continue to serve as an Ambassador of the brand, further showcasing its roots in the sport and support for Italy within the United States.

Related content

Leave a reply

Tea & Coffee Trade Journal