We are delighted to announce a new partnership with renowned Italian coffee company The Lavazza Group, who are joining as our Official Coffee Partner in the UK.
The three-year regional deal will see Lavazza exclusively supply all coffee and machines at our Emirates Stadium home, as well as the London Colney training centre, Hale End youth academy and our staff administration offices.
Through the partnership, Lavazza will look to boost brand awareness and its position within football by creating content with first-team players. The company will also make use of digital rights, targeting millions of fans in the United Kingdom through our social media platforms. Matchday LED advertising and in-stadia branding at catering outlets will also help our new partner reach customers and a wider football audience.
Peter Silverstone, Arsenal's Commercial Director 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."
As a family company, Lavazza has a long heritage of offering top-quality Italian coffee since its founding in Turin in 1895. All Arsenal fans will now have access to 100 percent Arabica, freshly brewed filter coffee from the kiosks across the stadium. Available within the Emirates club and box levels will also be its new sustainable blend, iTierra! Colombia, coupled with the premium single origin Kafa Forest Coffee.
Carlo Colpo, Lavazza Global Head of Marketing Communication, stated: "As part of our marketing strategy we are delighted to partner locally with Arsenal, a team that shares with Lavazza the same passion for excellence, innovation and tradition. This multi-faceted partnership will see select players front localised versions of the new Lavazza global advertising campaign, which will be premiered first in the UK market at the end of November."
David Rogers, Lavazza UK Managing Director, comments: "At Lavazza UK, we are immensely proud to be further strengthening our presence in the United Kingdom through a new partnership with Arsenal, one 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 in Emirates Stadium, 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. Lavazza 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.
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