Courting Excellence - Lavazza and the U.S. Open

With a shared dedication to excellence, Lavazza’s role as the Official Coffee of tennis Grand Slam tournaments is a natural fit. Just as the U.S. Open celebrates feats of outstanding athletic distinction, Lavazza celebrates the rituals of real coffee. Tennis players and coffee drinkers work similarly in their pursuits of greatness— as Guiseppe Lavazza said, “there are many values that unite us, including tradition, innovation, ritual, internationality and above all passion.”

Lavazza has come to be recognized and appreciated as the tennis lover’s coffee, after many years of promoting the appreciation of true Italian coffee culture the world over. After more than five years of partnership, Lavazza has served more than 1.5 million coffees with the U.S. Open— reinventing what excellence means and setting the standard with every passing tournament.

With the 2022 U.S. Open comes the eighth year of partnership with Lavazza, with the sponsorship renewed through 2025. This year Lavazza’s new Ready to Drink Organic Cold Brew cans were introduced, capturing the feeling of Italian coffee culture—a perfect match for the summer tennis tournaments.

The 2022 U.S. Open also celebrates four years of partnership with Jannik Sinner, an up-and-coming tennis champion, as he represents Lavazza and appeals to a new, younger audience.

The Lavazza experience at the 2021 U.S. Open was bigger than ever, with a cooking class led by chef Daniel Boulud on brunch pairings with the Organic ¡Tierra! line and new recipes offered for tournament guests like the fan-favorite Cookie Cup.

Due to COVID-19, the 2020 U.S. Open was closed off to spectators for the first time in history.

Lavazza’s presence at the 2019 U.S. Open showcased Lavazza’s ¡Tierra! blend, which places an emphasis on sustainability while using only the finest, highest quality beans—celebrating the best coffee can be, just as the U.S. Open celebrates the best of tennis.

With the launch of Lavazza’s More than Italian campaign, the 2018 U.S. Open and Lavazza partnership took on a whole new look and feel, centered on expertise and innovation.

2018 brought the introduction of Lavazza Cold Brew to the tournament, with innovative tennis- themed recipes such as Cherry Deuce, Mocha Ace, Double Hazelnut and Ginger Smash.

2017 marked the first year of Lavazza’s official partnership with tennis icon Andre Agassi, as he became the Global Ambassador for the four Grand Slam tournaments from 2017 to 2019.

At the 2016 U.S. Open, Lavazza and Andre Agassi began the “I’m Back” campaign, with $1 from every cup of coffee sold going to the Andre Agassi Foundation for Education. This campaign was tennis icon Andre Agassi’s return to the U.S. Open after a decade. A two-time U.S. Open tournament champion, Agassi changed the rules of tennis— mirroring how Luigi Lavazza revolutionized the coffee industry over 120 years ago.

Lavazza first partnered with the U.S. Open in 2015, built on a passion for excellence—on and off the courts. Although Lavazza was no stranger to the world of tennis, this was the first year as an official sponsor of the U.S. Open.