Lavazza Group Signs Partnership Deals With Arsenal FC and Liverpool FC

The Lavazza Group has signed two new local UK partnership signings becoming the official coffee partner for both Arsenal Football Club and Liverpool Football Club. Over the coming three years, Lavazza will be the exclusive coffee supplier at both the Emirates and Anfield Stadium. 

Carlo Colpo, Lavazza Global Head of Marketing Communication, said: “These multi-faceted partnerships will see select players from both clubs as protagonists of localised versions of the new Lavazza global advertising campaign, which will be premiered first in the UK market at the end of November.”

David Rogers, Lavazza UK Managing Director, said: “At Lavazza UK, we are immensely proud to be further strengthening our presence in the United Kingdom through new partnerships with two of English football’s greatest teams.  It is a move that allows us to reach consumers with our authentic Italian coffee experiences not only first-hand in the stadiums, but also through a multitude of other touch points year-round, potentially reaching tens of millions of fans.”

On a global level, the brand serves as the only food and beverage brand sponsor of all four tennis Grand Slams, which includes Wimbledon. Lavazza also partners in local markets with other premium events such as Royal Ascot (UK), the Mercedes Cup (Germany), and CHIO Aachen (Germany). Previous sports partnerships include the FIFA World Cup France 1998, the Italian Open (Golf) 2013 and 2014, and the World Ski Cup 1987 and 1989.