Italian coffee brand Lavazza has signed a sponsorship contract with Italian Serie A champions Juventus, making them the club’s official coffee. The agreement covers a series of marketing and communication rights, such as gaining visibility for the Lavazza brand at the Allianz Stadium during Serie A and Coppa Italia matches and at the Juventus Training Center; digital and social media activities, and use of the logo for above-the-line, below the line and web communications.
The agreement also includes exclusive sale of Lavazza coffee in all the cafes and hospitality lounges at Turin’s Allianz Stadium; use of Lavazza machines in all the Stadium’s “Sky boxes”, as well as the right to supply coffee at the Juventus Hotel and the Juventus Museum.
The partnership will also involve the Juventus women’s first team, which has always been the Italian champion since its establishment, and the eSports team.
Lavazza Chief Marketing Officer Sergio Cravero said, “We are particularly proud to sign this multi-year partnership with an iconic brand like Juventus, which like us is from Turin and Italian, with an important family heritage and international reach.”
He further added, “Sport is one of the strategic pillars of our brand in promoting the true culture of Italian coffee around the world and reaching a wide-ranging audience of enthusiasts.”
Lavazza is internationally known and admired for its major partnerships with prestige Football clubs. In 2018, Lavazza signed long-term agreements with Arsenal F.C. and Liverpool F.C. as the official coffee partner.
Besides Football, it has also sponsored all four Grand Slam tournaments in Tennis (US Open, Wimbledon, Roland Garros, Australian Open) as the only food & beverage brand