Italian coffee brand Lavazza has entered a multi-year commercial partnership for the US Open grand slam tournament under a deal with the United States Tennis Association (USTA).
Lavazza becomes an official promotional partner and the exclusive coffee of the US Open. Official terms were not disclosed for a deal which Lavazza has declared to be its biggest in North American tennis.
The company’s drinks will be integrated into the on-site offering for fans at the US Open, which takes place annually at New York’s Flushing Meadows and runs from August 31 to September 13 this year.
During the 2015 event, Lavazza will host a promotional space to engage with fans, offering samples of its coffee, while it will activate a US Open-themed advertising promotion in the weeks leading up to the competition.
Lavazza is also a partner of the Wimbledon Championships – the year’s second grand slam – alongside the Rogers Cup in Toronto and the BNP Paribas Open in the US.