Lavazza has successfully defended its position as the king of the tennis court, being named the United States Open Tennis Championship’s official coffee brand for the fifth successive year.
The tournament, which runs from 26 August to 8 September, attracts huge crowds to New York annually. More than 732,000 fans funnelled through the Billie Jean King National Tennis Center for the 2018 event, a number which is expected to grow this year. “We are thrilled to continue our partnership with the US Open and further our commitment to serving an authentic Italian coffee experience at premiere sports and entertainment venues all over the world,” says Davide Riboni, President and CEO of Lavazza Americas. Lavazza’s began its support of tennis by sponsoring Wimbledon in 2011. Since then, the relationship has grown exponentially, with the Italian coffee giant now being the only food and beverage brand to partner with all four Grand Slam tournaments. Lavazza has announced it will add two special new recipes to each of its cafés at the tournament. The roaster says Cherry Cold Brew Lemonade and Nutty Nitro will provide consumers a unique blend of flavours which come from the Colombian ¡Tierra! cold brew beans. Lavazza says the beans have a rich body, sweet and smooth taste, and are sustainably sourced. Follow Global Coffee Report on LinkedIn, Facebook, and Twitter for up-to-date news and analysis of the global coffee industry.