| Italy

Lavazza signs international partnerships with WeWork and Juventus football club

New North American and Italian partnerships announced as Lavazza seeks to extend its global reach following record $2.2bn sales in 2019 and the launch of a premium coffee shop concept in China

A WeWork premesis in Toronto, Canada | Photo: Eloise Ambursley

Lavazza has reached an agreement to become the premier coffee partner of flexible workspace provider WeWork in the US and Canada. The partnership will see Lavazza espresso machines placed at more than 300 WeWork locations, which will serve the Italian coffee roaster’s premium, eco-friendly ¡Tierra! and Alteco ranges.
The partnership will significantly boost Lavazza’s out-of-home presence in the US and Canada, where it currently operates a handful of Èspression branded coffee shops. The expansion into North America comes less than six months after Lavazza entered the Chinese coffee shop market in May 2020, unveiling a premium flagship store in Shanghai as part of a joint partnership with restaurant giant Yum China.
The WeWork announcement comes just days after Lavazza signed a major sponsorship deal with Italian football club Juventus. The agreement will see Lavazza branding displayed pitch-side on Serie A and Coppa Italia matches and at the Juventus Training Centre. Lavazza will also be the exclusive coffee vendor at Juventus’ Allianz Stadium in Turin, Italy.
Lavazza has formed strong ties with sports organisations in recent years. The brand has ongoing agreements Arsenal and Liverpool football clubs in the UK’s Premier League, sponsored the Wimbledon tennis championships from 2011-2019, and Formula One team ROKiT Williams Racing in 2020.

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