The Turin-based coffee roaster has built strong ties with the sporting world, including sponsorship deals with Arsenal and Juventus football clubs and three major tennis tournaments
Premium Italian coffee roaster Lavazza has extended its partnership with Dutch football club Ajax for a further three years.
Lavazza has been an official supplier to Ajax’s Johan Cruyff Arena in Amsterdam since 2017 and was named the club’s official sponsor in July 2022. The terms of that deal run until the end of the 2026-27 football season and will now be extended until 2030.
Alongside supplying premium coffee to the 55,800-capacity Johan Cruyff Arena, the sponsorship also sees the group’s coffee served at the Ajax-owned De Toekomst sport complex in the Dutch capital city, as well as during various club activities and events.
“Lavazza is delighted to continue the partnership with Ajax for the next five years. This collaboration has existed for many years in one of the most important markets for our company. Ajax is a fantastic club with global reach and offers us a very strong platform to reach millions of fans,” said Maayk de Poorter, General Manager, Lavazza Netherlands.
A long-standing partnership with Dutch catering supplier VHC Jongens, which sells and distributes Lavazza coffee in the Netherlands, remains an essential part of the coffee roaster’s collaboration with Ajax.
Lavazza has built strong ties with sporting events around the world, which provide significant brand exposure and a greater platform for customer engagement. The Italian company is also the official coffee partner of London-based Arsenal and Turin-based Juventus, as well as the official partner for Wimbledon, the French Open and the US Open tennis tournaments.
