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ITALY – A perfect match: Lavazza becomes the exclusive coffee of the US Open
Lavazza announces multi-year agreement for the US Open Tennis Championships. As a partner with the US Open, the brand’s coffee drinks will be integrated into the on-site food and beverage experience.
The United States Tennis Association (USTA) and Lavazza announced a multi-year agreement making “Italy’s favorite coffee” an official promotional partner and the exclusive coffee of the US Open Tennis Championships. Lavazza’s investment supports the brand’s determination for exponential growth this year in North America.
As a partner with the US Open, Lavazza coffee drinks will be integrated into the on-site food and beverage experience. Attendees will have the opportunity to purchase Lavazza’s coffee drinks at the new Lavazza Café, as well as at the many restaurants, concessions and hospitality areas located throughout the grounds of the USTA Billie Jean King National Tennis Center.
During the 2015 US Open, Lavazza will host a promotional space to educate and engage with consumers, including offering samples of their coffee products to try at home. Lavazza will also have rights to activate a US Open themed promotion in New York City prior to the start of the tournament.
The 2015 US Open will run from August 31st to September 13th and regularly draws record crowds of more than 700,000 attendees.