“Official coffee” at global level of Italy’s reigning champions, this is the core of the agreement entered into by Lavazza and Juventus, based on the characteristic values that they have always shared and have won them respect in Italy and abroad. Uniting these two iconic brands is a shared vision of a future in which innovation, passion and tradition will inform their projects to inspire people, engage them and make them central to a story of excellence.
Both originating in Turin, the two companies, thanks to their strategic vision and entrepreneurial skills, have been able to create and export a business model that’s universally seen as successful.
The agreement covers a series of marketing and communication actions, such as the visibility of the coffee 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 in ATL, BTL and web communication.
The partnership will also involve the women first team, which has always been the Italian champion since its establishment, and the eSports world thanks to some activities with the eFootball team.
The agreement also includes the exclusive sale of coffee in all the cafes and hospitality lounges at Turin’s Allianz Stadium; the use of coffee machines in all the stadium’s sky boxes, as well as the right to supply coffee at the J Hotel.
Sergio Cravero, chief marketing officer, Lavazza, 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. 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. I am sure that this new collaboration too will be more successful than ever at transmitting shared values like striving for excellence and the ability to innovate and inspire people, making the Juventus world even more unique with a coffee experience by Lavazza of the highest quality.”
Giorgio Ricci, chief revenue officer, Juventus, said, “We welcome Lavazza into our family of partners with satisfaction. This agreement is a highly significant one for our club and for our city, uniting two of the world’s most important Italian brands. The projects we will develop together will touch on various areas and exploit the many strategic points of contact between our two operations.”
Over the years, the coffee brand has been a partner of some of the world’s most prestigious sporting events. In tennis, it’s the only food and beverage brand to have sponsored all four of the Grand Slam tournaments (US Open, Wimbledon, Roland Garros, Australian Open).
In football, it is internationally known and admired for its major partnerships with prestige clubs, projects characterised by three common denominators: dedication, genuineness and innovation. In 2018, the coffee brand chose to address millions of Premier League fans by means of long-term agreements under which it was Official Coffee Partner of Arsenal F.C. and Liverpool F.C., two of the most prestigious clubs in the UK.