USTA, Lavazza announce agreement

February 17, 2015

*WHITE PLAINS N.Y. — * The United States Tennis Association (USTA) and Lavazza today 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.

“Starting this year, tennis enthusiasts who attend the US Open will not only have the chance to watch some exciting tennis featuring the finest players in the world, but also to take an all-Italian break and enjoy a delicious cup of authentic coffee” said Group Vice President Giuseppe Lavazza. “The agreement, which forms part of the internationalization strategy pursued by the Italian company and brand, underlines our intention to make the United States our second home and to consolidate the relationship between Lavazza and expressions of excellence the world over.”

The US Open represents Lavazza’s largest tennis sponsorship in North America. Lavazza’s roster of successful tennis partnerships includes Wimbledon, The Championships (U.K.), the Rogers Cup (Toronto, Canada), and the BNP Paribas Open (U.S.) – all to be renewed in 2015.

Ennio Ranaboldo, CEO of Lavazza North America, says, “Having experienced great success with previous tournaments, we believe the US Open and Lavazza coffee are a perfect match. We look forward to reaching millions of people as we heighten our exposure in North America with our US Open partnership.”

“Partnering with Lavazza truly embodies the US Open’s global connection with prestigious, iconic brands,” said Lew Sherr, Chief Revenue Officer, USTA. “We look forward to supporting Lavazza’s efforts to build awareness in North America and working together to introduce their savory coffee offerings to our fans.”

The 2015 US Open will run from August 31 to September 13 and regularly draws record crowds of more than 700,000 attendees.