Leading Italian coffee maker, Lavazza, has strengthened its relationship with the club by extending its partnership with us while also becoming the official coffee partner of Arsenal Women.
Uniting the excellence of authentic Italian coffee with the most decorated women’s team in English football, Lavazza will be the official coffee available at all Arsenal Women home games at Emirates Stadium. The partnership is an extension of Lavazza’s successful relationship with us, which launched in October 2018. The partnership was celebrated at Lavazza’s flagship store in London last night, the brand's first coffee concept store outside of Italy.
The multi-year agreement comes at a great time for Lavazza and Arsenal with Jonas Eidevall’s squad currently top of the FA Women’s Super League (WSL) and making good progress in the Women’s Champions League. Arsenal Women were runners up in the 2021 FA Cup this weekend and remain the most decorated women’s team in the game with 58 trophies in total, including 12 league titles.
The exponential growth of the women’s game is also continuing. According to a study from Nielsen Sports, the new domestic broadcast deals with the BBC and Sky Sports could see the WSL attract a total season audience of 14.5 million in the UK. That figure would see the league become the fourth highest viewed domestic league in the UK. The WSL is also the most followed women’s league in the world on social media, having overtaken the NWSL (US women’s soccer league) in the last month.
Lavazza will also continue as exclusive coffee supplier at Emirates Stadium for Arsenal’s men’s matches with the product offering including its sustainable coffee blend, iTierra! Colombia, which will be available in approximately 150 hospitality boxes. The premium single origin Kafa Forest Coffee which will be served in all VIP and player lounges and at key points of sale within the stadiums.
“We are proud to be extending our partnership with Arsenal Football Club and to welcome Arsenal Women into our family”, says Pietro Mazzà, Regional Director UK & Nordics and General Manager Lavazza UK. “Since 2017, Lavazza has been working to support the 17 goals set by the UN. This partnership showcases our commitment to supporting goal number 5, which is focused on gender equality, working to empower all women and girls. We are committed to celebrating sporting prowess and therefore this partnership is built on our shared values of excellence and the ability to innovate and inspire. We believe this will build a strong and successful partnership that celebrates football and provides both fans and players with an authentic Italian coffee experience."
Peter Silverstone, our chief commercial officer, added: “Lavazza has been an outstanding partner for Arsenal since 2018 and we’re delighted to extend our relationship and welcome them as a partner of Arsenal Women. This presents a wonderful opportunity at a great time for both parties with Arsenal Women top of the WSL table and making good progress in the UEFA Champions League.
“We’re exceptionally proud of our heritage in women’s football and we’re excited to continue to work together with Lavazza to foster an even brighter future through our shared values of excellence, innovation and inspiration. Partnerships like this are extremely important for the growth of Arsenal Women and a powerful statement for the wider women’s game. Our collaboration with Lavazza will help us build on our success and enable us to continue to develop and attract the world’s best talent and inspire generations of young women in sport.”
In addition to serving great coffee at unmissable matches, Lavazza and Arsenal have also made meaningful contributions to surrounding communities.
This has been seen through the ‘Cup of Learning’ programme, which offers disadvantaged young people in the area the chance to receive formal barista training at the Lavazza Training Centre in Uxbridge alongside employment opportunities within the stadium’s coffee serving stations. The programme will be relaunching in 2022 and more information will follow.
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