Italian coffee brand Lavazza has made its first entry into Premier League sponsorship, after striking new deals with two of the league’s biggest clubs.
Yesterday, Lavazza announced it has signed as the Official Coffee Partner of both Liverpool FC and Arsenal FC.
The deals will run for three years, until 2020-21, and will see Lavazza become the exclusive coffee supplier throughout Anfield and the Emirates Stadium, and at non-matchday areas such as Arsenal’s London Colney training centre and Hale End youth academy.
Lavazza will also have player access rights at both clubs, and will produce co-branded social and digital marketing campaigns throughout the two partnerships.
The first of these campaigns is a new ad series featuring players from both teams, including Dejan Lovren, Daniel Sturridge, Virgil van Dijk from Liverpool, and Danny Welbeck, Petr Čech and Pierre-Emerick Aubameyang from Arsenal.
Lavazza will also get pitch-side LED exposure and hospitality privileges at both clubs, and will produce a line of co-branded ‘A Modo Mio Tiny’ coffee machines.
The deal is Lavazza’s first in the Premier League, but the brand has a long history of sponsoring other sports and events.
Lavazza is the only food and beverage sponsor of all four tennis Grand Slams, including Wimbledon, and also sponsors the Mercedes Cup tennis tournament in Germany and the Royal Ascot horse racing event in the UK.