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It is no secret that sports activities partnerships could be a highly effective device for manufacturers. However the ones that truly transfer the needle go far past some courtside signage or animated logos on a broadcast.
The strongest collaborations are constructed on three pillars: authenticity, creativity and progress potential. Few examples illustrate this higher than Lavazza’s decade-long relationship with the US Open. For the Italian espresso firm, the Open is as a lot a cultural stage as it’s for the athletes competing.
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1. Authenticity…
…is not sophisticated. Authenticity comes right down to synergy between the companions. On this case, each the US Open and Lavazza are within the enterprise of excellence. The Open showcases the most effective tennis athletes on the planet; Lavazza serves what it positions as the most effective espresso on the planet.
By becoming a member of forces, Lavazza is attempting to sign that it belongs in that very same tier of status. The connection goes even deeper with ambassadors like ATP World No. 1 Jannik Sinner, whose Italian roots and elite play make him a pure match for the model.
Each Lavazza and the US Open are centered round expertise — whether or not it is savoring a wonderfully crafted espresso or watching an intense rally. The Open attracts each avid sports activities followers and informal guests, thanks largely to on-site activations that might simply fill an entire day even with out the tennis.
“The US Open itself continues to resonate not like some other occasion,” says Daniele Foti, Advertising and marketing VP North America at Lavazza Group. “It’s a cultural phenomenon that instructions world consideration.”
Lavazza is among the manufacturers benefiting from that chance. Throughout the occasion, followers might immerse themselves in Italian espresso tradition throughout the grounds, having fun with classics and signature drinks, such because the fan-favorite Espresso Martini. Which brings us to…
2. Creativity
In model partnerships, creativity is about turning a sponsorship right into a story. Over the previous decade, Lavazza has reimagined its presence on the US Open, evolving from a easy espresso stand right into a full cultural expertise.
Whereas visitors are sipping espresso, they’re additionally spinning 3D prize wheels with Lavazza’s animated spokesrobot Luigi, sending postcards from the match and gathering customized selfie keepsakes.
This yr, Lavazza pushed the boundaries even additional, actually. In collaboration with Casa Journal, they took the partnership past stadium partitions with a two-day takeover at Casa Journal on August 20–21, bringing the power of Flushing Meadows into the streets of New York.
Guests loved complimentary espresso, latte artwork that includes each the Lavazza and US Open logos, and immersive picture moments that introduced the model’s “La Dolce Vita” id to life.
However they did not simply serve espresso. They blended sport, tradition and creativity. The model turned a easy cup right into a shared expertise — one which captures the identical stability of precision and artistry you see in an ideal tennis match, whereas additionally celebrating the craft and ritual of brewing.
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3. Development potential…
…is one thing the Lavazza–US Open collaboration has that in spades. Over the previous decade, the partnership has developed in line with the match’s cultural affect — rising from its early days with a rising Jannik Sinner to in the present day, the place he stands because the world’s No. 1 participant.
“Our partnership with Jannik Sinner, one of many sport’s brightest stars, reinforces that connection and additional anchors Lavazza on the coronary heart of the sport,” mentioned Foti. “That’s precisely the place Lavazza belongs: current, related, and intently linked to shoppers in the present day and for years to come back.”
It is no secret that sports activities partnerships could be a highly effective device for manufacturers. However the ones that truly transfer the needle go far past some courtside signage or animated logos on a broadcast.
The strongest collaborations are constructed on three pillars: authenticity, creativity and progress potential. Few examples illustrate this higher than Lavazza’s decade-long relationship with the US Open. For the Italian espresso firm, the Open is as a lot a cultural stage as it’s for the athletes competing.
Associated: As New York Metropolis Prepares for Its First Casinos, Jay-Z Desires In — and He is Placing Up $250 Million
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