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It is no secret that sports activities partnerships could be a highly effective instrument for manufacturers. However the ones that really transfer the needle go far past some courtside signage or animated logos on a broadcast.
The strongest collaborations are constructed on three pillars: authenticity, creativity and development potential. Few examples illustrate this higher than Lavazza’s decade-long relationship with the US Open. For the Italian espresso firm, the Open is as a lot a cultural stage as it’s for the athletes competing.
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1. Authenticity…
…is not difficult. Authenticity comes all the way down to synergy between the companions. On this case, each the US Open and Lavazza are within the enterprise of excellence. The Open showcases one of the best tennis athletes on the planet; Lavazza serves what it positions as one of the best espresso on the planet.
By becoming a member of forces, Lavazza is making an attempt to sign that it belongs in that very same tier of status. The connection goes even deeper with ambassadors like ATP World No. 1 Jannik Sinner, whose Italian roots and elite play make him a pure match for the model.
Each Lavazza and the US Open are centered round expertise — whether or not it is savoring a wonderfully crafted espresso or watching an intense rally. The Open attracts each avid sports activities followers and informal guests, thanks largely to on-site activations that might simply fill a complete day even with out the tennis.
“The US Open itself continues to resonate in contrast to every other occasion,” says Daniele Foti, Advertising VP North America at Lavazza Group. “It’s a cultural phenomenon that instructions world consideration.”
Lavazza is likely one of the manufacturers taking advantage of that chance. Throughout the occasion, followers might immerse themselves in Italian espresso tradition throughout the grounds, having fun with classics and signature drinks, such because the fan-favorite Espresso Martini. Which brings us to…
2. Creativity
In model partnerships, creativity is about turning a sponsorship right into a story. Over the previous decade, Lavazza has reimagined its presence on the US Open, evolving from a easy espresso stand right into a full cultural expertise.
Whereas friends are sipping espresso, they’re additionally spinning 3D prize wheels with Lavazza’s animated spokesrobot Luigi, sending postcards from the event and amassing customized selfie keepsakes.
This 12 months, Lavazza pushed the boundaries even additional, actually. In collaboration with Casa Journal, they took the partnership past stadium partitions with a two-day takeover at Casa Journal on August 20–21, bringing the vitality of Flushing Meadows into the streets of New York.
Guests loved complimentary espresso, latte artwork that includes each the Lavazza and US Open logos, and immersive photograph moments that introduced the model’s “La Dolce Vita” identification to life.
However they did not simply serve espresso. They blended sport, tradition and creativity. The model turned a easy cup right into a shared expertise — one which captures the identical stability of precision and artistry you see in an ideal tennis match, whereas additionally celebrating the craft and ritual of brewing.
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3. Progress potential…
…is one thing the Lavazza–US Open collaboration has that in spades. Over the previous decade, the partnership has developed in line with the event’s cultural affect — rising from its early days with a rising Jannik Sinner to right now, the place he stands because the world’s No. 1 participant.
“Our partnership with Jannik Sinner, one of many sport’s brightest stars, reinforces that connection and additional anchors Lavazza on the coronary heart of the sport,” stated Foti. “That’s precisely the place Lavazza belongs: current, related, and intently linked to shoppers right now and for years to come back.”
It is no secret that sports activities partnerships could be a highly effective instrument for manufacturers. However the ones that really transfer the needle go far past some courtside signage or animated logos on a broadcast.
The strongest collaborations are constructed on three pillars: authenticity, creativity and development potential. Few examples illustrate this higher than Lavazza’s decade-long relationship with the US Open. For the Italian espresso firm, the Open is as a lot a cultural stage as it’s for the athletes competing.
Associated: As New York Metropolis Prepares for Its First Casinos, Jay-Z Needs In — and He is Placing Up $250 Million
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