Lavazza shows how to serve high‑impact sports marketing at the US Open

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Lavazza’s long‑running tie‑up with the US Open is a masterclass in sports marketing done right. What began as a basic sponsorship has evolved into a full‑sensory journey for fans, helping Lavazza embody prestige, heritage and authenticity. The brand levers three core strengths: the alignment of its brand values with the event; ever more creative activations; and long‑term vision for scale and relevance.

Authenticity is baked in: Lavazza positions itself as a purveyor of quality, craft, and Italian excellence—traits that mirror the precision and high stakes of elite tennis. David Foti, Lavazza’s North America marketing VP, underscores how cultural resonance matters: Lavazza taps into Italian roots (Ambassador Jannik Sinner is Italian), artisan coffee rituals, iconic packaging.

Creativity is everywhere: beyond coffee stands at the courtside, Lavazza rolls out interactive photo ops, espresso martinis, pop‑ups in the city (Casa Magazine takeover), fan‑favorite signature drinks, branded latte art, limited edition merch, and immersive zones. What was once a static presence is now dynamic engagement.

Growth potential has also been substantial. Over the years the partnership’s touchpoints have expanded: the audience base, association value (with major athletes), the number of experiential moments beyond the courtside, and cultural relevance off site. The brand isn’t just gaining impressions — it’s strengthening emotional connection, which translates to lasting affinity and premium positioning.

For marketers, Lavazza’s playbook offers three takeaways: choose partners whose values match yours; build rich physical and emotional experiences, not just branded signage; and commit long‑term for genuine growth in relevance, not just short bursts of exposure.