Like Lavazza and US Open, a perfect marketing campaign

It’s no secret that sports partnerships could be a powerful tool for brands. But those that really move the needles go far beyond some court markings or animated logo in the transmission.

The strongest cooperation is based on three pillars: authenticity, creativity and growth potential. Few examples illustrate higher than a decade of Lavazza from the US Open. For the Italian coffee company Open is just as cultural as for competing athletes.

1. Authenticity …

… is not complicated. Authenticity boils right down to synergy between partners. In this case, each US Open and Lavazza deal with perfection. Open presents the best tennis athletes in the world; Lavazza serves, which positions as the best coffee in the world.

Combining forces, Lavazza tries to signal that it belongs to the same level of prestige. The connection is even deeper with ambassadors, equivalent to ATP World No. Yeah. Jannik Sinner, whose Italian roots and elite art make it natural for the brand.

Both Lavazza and the US Open are concentrated around experience – no matter whether it is a delete perfectly made with coffee or watching an intense rally. The open attracts each avid sports fans and strange guests, largely because of activations on the spot that may easily fill all day even without tennis.

“Sam Open US Open still resonates, unlike any other event,” says Daniele Foti, Vice President of Marketing North America at Lavazza Group. “This is a cultural phenomenon that attracts global attention.”

Lavazza is one of the brands in this chance. During the event, fans could immerse themselves in Italian coffee culture in the area, having fun with classics and characteristic drinks, equivalent to Martini’s favorite fan espresso. What leads us to …

2. Creativity

In the brand’s partnership, creativity consists in transforming sponsorship into history. Over the past decade, Lavazza has again imagined her presence at the US Open, evolving from a easy coffee stand to full cultural experience.

While guests drink espresso, additionally they spin wheels with 3D prizes with animated Luigi Lavazzy spokesmen, sending postcards from the tournament and collect non -standard selfie souvenirs.

This 12 months, Lavazza literally crossed the borders much more. In cooperation with the Casa magazine, they took partnership outside the stadium partitions with a two -day acquisition in the Casa magazine on August 20-21, bringing the energy of rinsing meadows to the streets of New York.

Visitors liked free coffee, Latte Art with the Lavazza and US Open logo and engaging photographic moments that enlivened the identity of the “La Dolce Vita” brand.

But they not only served coffee. They mixed sport, culture and creativity. The brand turned a easy mug into a common experience – those who records the same balance of precision and craftsmanship that you simply see in the perfect tennis match, while celebrating craftsmanship and brewing ritual.

3. Potential of growth …

… this is something that Lavazza has on the peaks – US Open Collaboration. Over the past decade, the partnership has evolved at the stage of the cultural impact of the tournament – growing from the first days with the growing Jannik Sinner to today, where he stands as a player No. 1 in the world.

“Our cooperation with Jannik Sinner, one of the most talented stars of this sport, strengthens this combination and further Lavazza anchorage in the heart of the game,” he said Foti. “This is where Lavazza belongs: the current, important and closely related to consumers today and for many years.”