The Italian coffee roaster expects to serve more than 50,000 cups of coffee at the Formula 1 event in Melbourne as it continues to scale its sponsorship of global sporting events
In 2022, the Australian Grand Prix welcomed 420,000 spectators | Photo credit: Australian Grand Prix
Lavazza has become as the official coffee partner of the 2023 Formula 1 Rolex Australian Grand Prix.
The three-day sporting event, which takes place at the Albert Park Circuit in Melbourne from 30 March 2023, will see Lavazza sponsor the invite-only Glamour on the Grid event on the eve of the motor racing showcase and serve as the official partner of the trackside event space The Atrium.
Lavazza’s barista-prepared premium coffee will also be served at Lavazza’s cafés located across the Albert Park track.
The Turin-based coffee roaster expects to serve more than 50,000 coffees across the three days. In 2022, the Australian Grand Prix welcomed 420,000 spectators.
“The Lavazza brand has long been a supporter of events that represent sporting and lifestyle excellence. For us, the Formula 1 Australian Grand Prix has that in spades, growing in momentum year-on-year. We are excited to be providing fans with coffee throughout the event and to be a major partner of Glamour on the Grid. Over the course of the event, we are expecting to serve over 50,000 coffees – everything from luxury coffee cocktails to perfectly made espressos,” said Mimmo Orlando, Marketing Director APAC, Lavazza.
The Australian Grand Prix is the latest major sporting event to be sponsored by Lavazza.
In 2022, Lavazza extended its sponsorship of the French Open, Wimbledon and the US Open tennis tournaments, which account for three of the four major tennis grand slams.
The Italian coffee roaster also sponsors several football teams, including Turin-based Juventus, Amsterdam-based Ajaz and London-based Arsenal Ladies, and has been the official coffee partner of Ascot and Royal Ascot horseracing events in the UK since 2014.
The 2022 iteration of the Australian Grand Prix featured Melbourne-based coffee roaster St.ALi as official coffee partner.