USTA and Lavazza Ink Multi-Year Deal

February 18, 2015

The United States Tennis Association (USTA) has signed a multi-year partnership with Lavazza.

The deal sees the coffee brand become an official promotional partner and the exclusive coffee of the US Open Tennis Championships.

As part of the deal Lavazza coffee drinks will be distributed at the tournament at the new Lavazza Cafe, as well as at the many restaurants, concessions and hospitality areas located throughout the grounds of the USTA Billie Jean King National Tennis Center.

“Starting this year, tennis enthusiasts who attend the US Open will not only have the chance to watch some exciting tennis featuring the finest players in the world, but also to take an all-Italian break and enjoy a delicious cup of authentic coffee” said Group Vice President Giuseppe Lavazza.

“The agreement, which forms part of the internationalization strategy pursued by the Italian company and brand, underlines our intention to make the United States our second home and to consolidate the relationship between Lavazza and expressions of excellence the world over.”

Lew Sherr, Chief Revenue Officer, USTA said: “Partnering with Lavazza truly embodies the US Open’s global connection with prestigious, iconic brands.

“We look forward to supporting Lavazza’s efforts to build awareness in North America and working together to introduce their savory coffee offerings to our fans.”