08 September 2020
A special event for a partnership that looks to the world from Turin.
The event that launched the collaboration between Juventus and Lavazza, now the official coffee of the Italian Club, was held this morning at the "Nuvola Lavazza" in Turin.
The partnership between the Bianconeri and Lavazza, which was founded in Turin but is now a household name, sees two brands come together to collaborate. It is thanks to their strategic vision and entrepreneurial ability, which has allowed them to be able to create and export a recognised winning business model around the world has seen them become two world-class companies.
Turin excellence appreciated across the world, is therefore, the heart of the partnership between Juventus and Lavazza, which share the values that have always characterised them and make them appreciated everywhere. These are two iconic brands with a common look at the future in which innovation, passion and tradition guide projects aimed at inspiring people, involving them and making them protagonists of stories of excellence.
The agreement provides for a series of marketing and communication actions; such as the visibility of the Lavazza brand on the pitch during Serie A and Coppa Italia matches, at the Juventus Training Center, activities on digital and social channels, and the use of the logo for ATL, BTL and web communication.
The partnership will also involve Juventus Women and the eSports world, thanks to some activities with the Juventus eFootball team.
The partnership also includes the exclusive consumption of Lavazza coffee at all the bars and hospitality rooms within the Allianz Stadium in Turin, which will be equipped with a Coffee Station; the use of Lavazza machines in all the "Sky boxes" of the stadium, as well as the right to supply coffee at the J Hotel.
“We welcome Lavazza into the family of our partners with satisfaction. This agreement is very significant for our Club and our city by uniting two of the most important Italian brands in the world. The projects that we are going to carry out together will touch different areas by exploiting the many strategic points of contact between our realities,” declared Giorgio Ricci, Juventus Chief Revenue Officer, who was present at today's event together with David Trezeguet and Sara Gama.
"We are particularly proud to sign this multi-year partnership with an iconic brand like Juventus, which, like us, is Turinese and Italian, with an important family heritage and an international dimension," said Sergio Cravero, Chief Marketing Officer of the Lavazza Group. “Sport represents a strategic pillar of our brand to make the true culture of Italian coffee appreciated all over the world and to reach a transversal audience of enthusiasts. I am sure that this new collaboration will be successful in transmitting once again, and even better, shared values such as the pursuit of excellence, the ability to innovate and inspire people, and will make the Juventus world even more unique with a coffee experience of the highest quality by Lavazza.”