WEST CHESTER, PA — Lavazza is using its 12th consecutive year as the official coffee of the US Open to introduce its Tablì single-serve system to tournament crowds, extending the product’s U.S. rollout through one of the coffee maker’s largest sports-marketing partnerships.
The Italian coffee company will feature Tablì at the USTA Billie Jean King National Tennis Center in New York during the tournament, which runs from Aug. 23 through Sept. 13. The system, which uses single-serve tabs made entirely from coffee, is now available nationwide through LavazzaUSA.com and is scheduled to launch on Amazon later this month.
The activation gives Lavazza a high-traffic showcase for a new product as the company expands its presence in the U.S. single-serve coffee market. Fans will be able to sample Tablì during select hours of US Open Fan Week, running Aug. 23-29.
Lavazza will operate a promotional booth near Court 8 with product sampling, games and giveaways. Its Court 6 Coffee Bar & Lounge will serve hot and iced beverages throughout the event.
The company’s tournament menu will include espresso-based cocktails, traditional coffee drinks and specialty offerings including an Iced Tiramisu. Lavazza is also introducing the Caffè Emiliano, an iced drink combining cold brew and cherry syrup with mascarpone mousse and cocoa powder.
Lavazza plans to extend the Tablì campaign beyond the tennis center with promotions elsewhere in New York City. The system will appear at the US Open Experience in Hudson Yards from Aug. 30 through Sept. 5 and at an event with Highsnobiety, while specialty Lavazza drinks will be offered at select Eataly locations in New York and New Jersey.
“We’re extending this moment into the city, meeting people where they are and creating new opportunities to experience Tablì and the Lavazza brand,” Daniele Foti, vice president of marketing for Lavazza North America, stated.
The US Open is part of a broader tennis marketing strategy for Lavazza. The company has maintained partnerships with major tournaments for more than 15 years and reports serving more than 15 million cups of coffee to 25 million spectators during that period.
Its tennis portfolio includes Wimbledon, Roland-Garros and the Nitto ATP Finals in addition to the US Open.
Lavazza also recently extended its endorsement agreement with Italian tennis player Jannik Sinner through 2030, continuing a long-term athlete partnership alongside its tournament sponsorships.
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