Lavazza returns as US Open’s official coffee partner
Credit: Lavazza USA
Multinational coffee brand Lavazza returns as the official coffee sponsor for the 2024 US Open (tennis), scheduled from 26 August to 8 September, with the tournament’s Fan Week kicking off on 19 August. Lavazza’s partnership with the US Open began in 2015. Additionally, Italy-based Lavazza is continuing their partnership with Jannik Sinner, the first Italian in history to become No.1 in the world of the official ATP ranking. This year, Lavazza unveils its Dolcevita styling at the US Open, offering fans an elevated experience that reflects the essence of Italy and its picturesque lifestyle.
Alongside the event, Lavazza introduces vibrant new packaging, embodying Italian life while continuing to deliver the premium coffee quality that consumers cherish. The rebrand invites coffee lovers to indulge in life’s simple pleasures and savor each sip. US Open attendees will be among the first to experience this refreshed identity, embarking on a multi-sensory journey through iconic Italian landscapes. The immersive experience includes a 360-degree video installation at the on-site booth, where fans can participate in exciting prize giveaways during Fan Week, bringing the charm and elegance of Italian culture to the heart of the tournament.
In his continued role as Lavazza brand ambassador, Italian tennis player Jannik Sinner further reinforces the brand’s commitment to promote Italian coffee culture globally, participating in the world’s most prestigious tennis events, and engaging with the next generation of tennis players and fans. With a victory to his credit at the Australian Open in January 2024, as well as numerous other prestigious achievements in the aftermath, Sinner has captured the attention of the world and aligns with Lavazza’s prestige.
“We are thrilled to continue our partnership with the US Open, a collaboration that perfectly embodies the harmony between tennis and coffee,” said Daniele Foti, vice president of marketing for Lavazza North America. “The US Open is also the perfect stage to unveil our refreshed Dolcevita styling—a vibrant upgrade to our packaging that marks an exciting new era for the brand.”
Beginning Fan Week, Lavazza features a new Coffeetail Corner within the US Open Main Village that will continue throughout the tournament. This bar serves hand-crafted cocktails, including a host of unique espresso martinis. At Lavazza’s main cafe, attendees can enjoy specialty offerings like the new Blue Iced Cappuccino, traditional coffee favourites, including Americanos, lattes and cold brew to keep fans energized throughout the event. Additionally, tennis-goers can receive a limited edition 16oz reusable US Open x Lavazza cup, featuring a custom tennis-themed design, with the purchase of a drip coffee at any Lavazza location within the grounds.
