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Italian coffee group Lavazza has announced its return as the official coffee sponsor of the 2024 US Open, which takes place in New York from 26 August to 8 September.
As part of the event, the brand is introducing its new packaging which aims to encapsulate the Italian way of life. It will also deliver a premium coffee experience for attendees.
“We are thrilled to continue our partnership with the US Open, a collaboration that perfectly embodies the harmony between tennis and coffee,” says 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.”
Event attendees will be the first to experience the coffee brand’s refreshed identity, with a 360-degree video installation providing a multi-sensory journey of iconic Italian landscapes.
A new Coffeetail Corner will feature in the US Open Main Village. The bar will serve hand-crafted cocktails including espresso martinis. At Lavazza’s main café at the event, specialty coffee offerings such as the company’s new Blue Iced Cappuccino will be available alongside its traditional coffee favourites.
In addition, visitors will receive a limited edition 16-ounce reusable Lavazza cup with the purchase of a drip coffee at any Lavazza location around the grounds.
The company first established its partnership with the US Open in 2015 to align itself with the sporting community. This year the brand also revealed that it will continue to partner with tennis player Jannik Sinner, the first Italian to be place first in the world in the official ATP ranking.
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