LONDON: Italy-based global coffee giant Lavazza has scooped up a double whammy in the Premier League as giants Arsenal and Liverpool have named the brand as their official coffee and regional partner. Arsenal confirmed that it has struck a three-year deal with Lavazza, which will see the brand exclusively supply all coffee and machines at the Emirates Stadium, the London Colney training center, Hale End youth academy and the club’s staff administration offices.
At the Emirates, all Arsenal fans will now have access to 100 percent Arabica, freshly brewed filter coffee from the kiosks across the stadium. Available within the club and box levels of the ground will also be its new sustainable blend, iTierra! Colombia, coupled with the premium single origin Kafa Forest Coffee.
Through the partnership, Lavazza will look to boost brand awareness and its position within football by creating content with first-team players. Their global advertising campaign featuring the club is all set to be launched by the end of November. The company will also make use of digital rights, targeting millions of fans in the United Kingdom through Arsenal’s social media platforms. Matchday LED advertising and in-stadia branding at catering outlets will also help Lavazza reach customers and a wider football audience.
Arsenal commercial director Peter Silverstone said: “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.”
When it comes to Liverpool, Lavazza will provide its coffee to 54,000 spectators on matchdays at Anfield as well as visitors on non-matchdays. The partnership comes as Lavazza continues to spread its message about authentic coffee experiences around the globe in a new advertising campaign, which will kick off in the UK featuring the Reds’ first-team players Dejan Lovren, Daniel Sturridge and Virgil van Dijk.
Lavazza has also created LFC-branded A Modo Mio Tiny machines so supporters can enjoy an authentic Italian and LFC coffee experience in their own home. These will be available direct from Lavazza in the near future. Its’ product offering has been made available since Thursday in all Anfield Stadium hospitality boxes and lounges, and from all bars and concourse kiosks throughout the stadium.
Liverpool FC MD and chief commercial officer Billy Hogan 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.”
Lavazza UK MD David Rogers commented on both the partnerships: “At Lavazza UK, we are immensely proud to be further strengthening our presence in the United Kingdom through a new partnership with two of English football’s greatest teams. It is a move that allows us to reach customers with our authentic Italian coffee experiences not only first-hand at the Emirates Stadium and Anfield, but also through extensive digital media platforms which have unprecedented following and engagement.”
Lavazza has long been associated with prestigious sporting events. On a global level, the brand serves as the only food and beverage brand sponsor of all four tennis Grand Slams, which includes Wimbledon.
It 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.
