Lavazza becomes Juventus Official Coffee
Lavazza becomes Juventus Official Coffee

Lavazza became Official Coffee of the Juventus worldwide. Both companies are of Turin origin, are known globally and boast a philosophy of life aimed at innovation and tradition: hence the reason for this partnership.

But in practice, how will this collaboration take place? In practice there will be a set of marketing actions and communication, including:

  • visibility of the Lavazza brand on the pitch during Serie A, Coppa Italia and Juventus Training Center matches

    various activities on social and digital channels

  • use of the logo for web, ATL and BTL communication
  • exclusive consumption of Lavazza coffee in the bars and hospitality rooms of the Allianz Stadium in Turin, with also Coffee Station
  • use of Lavazza machines in the stadium's Sky boxes
  • supply of coffee to the J Hotel

The partnership also includes the Juventus First Women's Football Team, as well as the eSports sector through specific activities with the eFootball team.

Sergio Cravero, Chief Marketing Officer of the Lavazza Group, said the company is proud to have entered into this multi-year partnership with an iconic brand like Juventus. The team, just like Lavazza, is Turin, Italian, has a strong family imprint and is international.

For his part, Giorgio Ricci, Juventus Chief Revenue Officer, explained that the team is pleased to welcome Lavazza to their partner family (in October 2019 Bud beer had become a partner of the bianconeri). Furthermore, the agreement is very important as it unites two of the most important Italian brands in the world.

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