November 1 – Liverpool have added the Lavazza Group as the club’s official coffee partner in the UK. The deal will see Lavazza become the exclusive coffee at the Anfield Stadium.
Lavazza will use first team players Daniel Sturridge, Dejan Lovren and Virgil Van Dijk in a global advertising campaign and will have marketing package including pitchside LEDs, hospitality and the right to create a range of experiences specifically for Liverpool fans.
Billy Hogan, managing director and chief commercial officer at Liverpool, said: “Lavazza is synonymous with excellence, tradition and passion for its coffee…We’re very much looking forward to working together strengthening their presence here in the UK and providing our supporters with an incredible authentic coffee experience when visiting our Anfield home.”
Lavazza has also created Liverpool branded A Modo Mio Tiny machines that will be available direct from Lavazza in the near future.
David Rogers, Lavazza UK managing director, said: “At Lavazza UK, we are immensely proud to be further strengthening our presence in the United Kingdom through new partnerships with one of English football’s greatest teams. It is a move that allows us to reach consumers with our authentic Italian coffee experiences not only first-hand in the stadiums, but also through a multitude of other touchpoints year-round.”
No value was given for the partnership.
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