The world of coffee and that of major sporting events share some fundamental building blocks: socializing, rituality, energy, commitment and global reach. Among the different partnerships Lavazza has supported over the years, across first-class sports such as tennis, golf, skiing and horse racing, there is a special one which comes from the world of soccer.
The collaboration with Juventus, one of the most successful teams in Italy and Europe, based in Turin, just like Lavazza, dates back to 8 September 2020.
The venue for the announcement which crowned Lavazza as the Official Coffee of the team holding the title of Italian Champions at that time, was Nuvola Lavazza, our headquarters in Turin. The partnership between the Bianconeri and Lavazza, both born in the same city, was nonetheless a global event: two brands, leveraging a strategic vision and outstanding entrepreneurial skills, which have been able to create and export internationally recognized winning business models, becoming fully-fledged world-class entities.
The partnership celebrates Turin-born excellence now recognized all over the world, which stems mainly from the common values that the two iconic brands share, their commitment to innovation, passion, tradition and a people-first approach, in which people become real protagonists of a story about excellence.
The agreement includes a series of marketing and communication activities, among these the visibility of the Lavazza brand on the pitch during Serie A and Coppa Italia matches and at the Juventus Training Center, as well as other activations on digital and social channels and the use of the logo for ATL, BTL and web communication. Furthermore, the partnership will also involve Juventus Women and the world of eSports through several different initiatives.
It is important to note that the partnership also includes the exclusive consumption of Lavazza coffee at all the bars and hospitality rooms of the Allianz Stadium in Turin, equipped with a comfortable Coffee Station, as well as the use of Lavazza coffee machines at all Sky box of the stadium and the possibility to provide coffee at J Hotel.
Highlighting Lavazza’s focus on the values of sports, a key pillar in of the company’s marketing strategy, Chief Marketing Officer of the Lavazza Group Sergio Cravero said on behalf of the brand that he was particularly proud of signing such a prestigious multi-year partnership, particularly considering the link between the two brands and the city of Turin.
In addition to strengthening its local roots, the Lavazza Group also signed in November 2018 and renewed in 2021 a multi-year partnership agreement with one of the most important and titled clubs in British soccer, namely Arsenal F.C. , becoming the “Official Coffee” of the team. Thanks to this new collaboration, the excellence of authentic Italian coffee officially meets great English soccer for the first time.
The founding of Lavazza and the British club interestingly happened around the same time: while Lavazza’s long-lasting tradition of offering authentic Italian coffee began in 1895, Arsenal was born in 1886. Lavazza is once more committing to culture, tradition and passion, the same values shared by the Gunners every time they take on the field.
The partnership guarantees that Lavazza coffee will be served to all soccer lovers visiting the Emirates Stadium, as well as in the training center of the team, for the following years.
True to its inclusivity credo, Lavazza is proud to have become also a supporter of the Arsenal Women’s team in 2021, a partnership renewed for the duration of the 2022/2023 season.