Lavazza Makes Premier League Moves
Italian coffee brand Lavazza has announced two new Premier League partnerships, which will see it become the official coffee partner of both Arsenal and Liverpool Football Clubs.
The three-year agreements will make Lavazza the exclusive coffee supplier at the Emirates and Anfield stadiums, with the brand’s premium range made available to VIPs and players.
Lavazza says its will seek to use the partnerships – the brand’s first in English football – to boost its UK profile and presence in the game by creating content with first-team players.
The agreements will also give the brand rights to digital channels, matchday LED advertising and in-stadia branding at catering outlets.
In addition, a range of LFC-branded “A Modo Mio Tiny” coffee machines will be marketed to fans.
Commenting on the agreements, Lavazza global head of marketing communication Carlo Colpo said: “As part of our marketing strategy we are delighted to partner locally with Arsenal and Liverpool, two English top flight teams ranked among the ‘Top 20 most valuable sports brands’ in the world (Powa Index 2018).
“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.”
Peter Silverstone, Arsenal’s commercial director added: “Arsenal and Lavazza are synonymous with quality, heritage and tradition. We share a passion to create memorable moments for our fans and customers.
“We sell close to two million tickets to Emirates Stadium each season, and now all visitors will be able to enjoy Lavazza’s quality coffee wherever they are in the ground. We are excited to work with Lavazza to further develop their business, and brand, in the UK.”
Billy Hogan, managing director and chief commercial officer at Liverpool FC, said: “Lavazza is synonymous with excellence, tradition and passion for its coffee, in the same way that we are with football, so it’s a pleasure to be welcoming them to the Liverpool FC family.
“We’re very much looking forward to working together, strengthening their presence here in the UK and providing our supporters with an incredible authentic coffee experience when visiting our Anfield home.”
Elsewhere Manchester United has announced a multi-year extension to its partnership with Official Medical Systems Partner Canon Medical Systems Europe, giving the club access to from product and technology upgrades that will strengthen cardiac and general health screenings for players.
Burnley has also added to its partner portfolio, signing a shirt sleeve deal with financial services provider AstroPay for the remainder of the season.
