Lavazza plans to provide more than just a caffeine boost to US Open fans

Attending the US Open for a full day in the summer heat isn’t quite like taking in a basketball game from an air-conditioned arena. With tickets that can include multiple sessions and marathon matches, the event can be as grueling as it is entertaining—and not just for the athletes.

Fans might even need a hit of caffeine to keep them going—and at the US Open, that’s Lavazza, the official coffee partner of the tournament for 12 years.

Lavazza isn’t the only longtime partner of the US Open: Grey Goose is entering its 20th year as the official vodka of the tournament, Polo Ralph Lauren has been involved since 2005, and Tiffany & Co. has created the trophies for almost 40 years.

Brand presences at the tournament can be overstimulating, Daniele Foti, VP of marketing for Lavazza North America, acknowledged. That’s in part why marketers—even those who have activated around the US Open for years—are tasked with switching things up if they want to stay relevant.

And good thing for Lavazza, a little extra stimulation may be exactly what some tired tennis fans need.

“The ultimate objective is to bring not only the product to the consumers, but to build something meaningful for them,” Foti told Marketing Brew. “For us, coffee is more than just a product; it’s really a matter of meaningful experiences for consumers…When you have a long-term partnership like the US Open, it’s always a nice challenge to try to reinvent it.”

Courtside cafe: From August 23 through September 13, Lavazza is bringing its coffee products to the USTA Billie Jean King National Tennis Center in Queens, as well as to surrounding areas in New York and New Jersey.

Longtime US Open attendees may also recognize the brand’s long-running activations, including its main bar in the food court with a full coffee menu, as well as its Court 6 Coffee Bar & Lounge and its Lavazza Lounge for invited guests like clients and brand ambassadors, Foti said.

Shot of espresso: Lavazza has been bringing some of the activations, like the coffee bars, to the US Open for years, Foti said, but since the tournament has turned into something of a cultural touchpoint in the modern era, staying relevant and exciting is key for sponsors.

“It’s a matter of longevity, and longevity can be dangerous if you are not able to really invent something new every year,” Foti said.

This year, Lavazza plans to promote its recently debuted single-serve coffee system, Tablì, at a booth at Court 8 where attendees can sample coffee and play games for merch and other prizes during the US Open’s Fan Week prior to the tournament.

Coffee to go: In what Foti said is another slightly newer strategy for Lavazza, the brand is also leaning more into offsite activations in and around New York City. Lavazza is partnering with Eataly to offer specialty drinks at certain locations in New York and New Jersey, collaborating with Highsnobiety on an event to promote Tablì, and bringing the product to the US Open Experience in Hudson Yards, a free activation running from August 30 through September 5.

Something simmering: Lavazza also recently renewed its partnership with Jannik Sinner, the world No. 1 in men’s singles, through 2030. Sinner’s status for the US Open is up in the air due to a knee injury, but showcasing Sinner is a go-to move for the coffee brand: In 2024, Sinner created content with tennis legend Andre Agassi for Lavazza, and last year, Sinner personally served up a few cappuccinos at the Court 6 coffee bar.

Steady drip: For a partnership that’s been active for more than a decade—plus other tennis sponsorships including Wimbledon and Roland-Garros—Foti said his team tracks long-term metrics like brand consideration and total trial over the years. Lavazza has served more than 15 million cups of coffee at major tennis tournaments over the past 15 years, according to the company.

But Lavazza’s tennis sponsorships aren’t just about selling coffee, Foti said; they’re about providing additive experiences to fans to stand out.

“You don’t have to be necessarily louder [than other brands], but you have to be relevant for consumers,” he said.