As hundreds of thousands of fans flock to the Billie Jean King National Tennis Center in Queens, New York, for the U.S. Open tennis tournament that kicked off earlier this week, Lavazza, the luxurious Italian coffee brand, proudly is offering spectators delicious caffeinated drinks—even coffee cocktails!—and the best hospitality. They are even giving away free prizes and providing tons of fun through their interactive activations.
This year marks Lavazza’s 10th anniversary in partnering with the U.S. Open as one of the leading sponsors. To celebrate the milestone, the world-renowned company has concocted a special, wide-ranging menu that is available throughout the tournament. A new item is the irresistible iced tiramisu, which consists of Lavazza’s premium cold brew, chocolate syrup, and mascarpone mousse. Every sip is heavenly, and it’s a must-order. Fans can also order handcrafted coffee classics like cappuccinos, iced Americanos, iced lattes, and coco chocks. Other offerings include coffee-inspired cocktails, such as a Mexican Espresso Martini, which is made with tequila, agave syrup, Kailua, and cold brew, and a Lavazza Espresso Martini made with vodka, Frangelico, and cold brew.
Drinks can be ordered at Lavazza’s chic and fully-staffed Coffeetail Bar located in the U.S. Open’s food village until the end of the tournament on September 7. The line for the bar looks intimidating, but moves quickly. Lavazza has a second cafe located near the Grandstand stadium, where guests can get the perfect pick-me-up beverage.
Lavazza has also created some exciting activations at this year’s U.S. Open, where guests can win prizes. At their promo booth, you can spin a wheel to take home coffee packs, new flavor blends, key chains, stickers, exclusive postcards, and other merchandise. Fans can also play against Luigi, Lavazza’s cute AI robot, using a gigantic tennis racket on the Court 6 lounge area and get a printed, glossy photo to commemorate the amusing tennis match.
On Tuesday, August 19, Lavazza hosted guests, including The Knockturnal, to taste their delightful drinks, experience their entertaining activations, and sit in their luxurious suite inside Arthur Ashe Stadium to see up close the newly revamped mixed doubles tournament that featured Carlos Alcaraz, Novak Djokovic, Casper Rudd, Naomi Osaka, Jack Draper, and more. The blockbuster matches brought together the sport’s top male and female players to compete for a $1 million prize and a thrilling day of world-class tennis for fans.
“Coffee is not just a drink, but something to create an experience and a connection to consumers,” Daniele Foti, Vice President of Marketing at Lavazza North America, told guests while taking a break from watching the mixed doubles matches. “What we try to do all the time as a brand is to build long-term relationships through partnerships with any organization that shares common values with us. Tennis is like a cultural zone area. It is building perfection over perfection, and these players like [Jannik] Sinner, they put an unbelievable amount of stress onto themselves to improve every single movement that they do, and these are the same formalities we try to do with coffee as well. Coffee is a sensitive art.”
During Foti’s presentation, he also announced Lavazza’s upcoming celebrity campaign and the brand’s involvement in the upcoming season four of The Morning Show starring Jennifer Aniston. In addition to the U.S. Open, Lavazza is also a long-standing sponsor of Wimbledon, Roland-Garros (the French Open), and the Australian Open. As the official coffee supplier at all four major Grand Slams, the brand has become synonymous with enhancing the tennis experience and atmosphere.
As The Knockturnal witnessed first-hand, Lavazza is following through with their mission at the U.S. Open by satisfying tennis fans with their coffee offerings and connecting with people due to their welcoming hospitality. You’ll definitely have a memorable time at the U.S. Open, thanks to Lavazza.
