Lavazza Serves Up a Buzz at the US Open with World No. 1 Jannik Sinner

As the US Open takes over New York, Lavazza is once again bringing a distinctly Italian flavor to one of tennis’ biggest stages.  

The historic Italian coffee company is returning as the Official Coffee of the US Open for a 12th consecutive year, continuing a partnership that has become one of the tournament’s longest-running food and beverage relationships.

This year, Lavazza is using the US Open to introduce American tennis fans to Tablì, its new single-serve coffee system built around tabs made entirely from coffee. The system will make its tournament debut at the USTA Billie Jean King National Tennis Center while also appearing at several activations throughout New York City. 

For fans on the grounds, Lavazza will once again operate multiple coffee destinations while expanding the experience around its newest product. A promotional space near Court 8 will offer opportunities to sample Tablì during Fan Week, along with games, merchandise and giveaways.

Source: Lavazza

Nearby, the Lavazza Court 6 Coffee Bar & Lounge will give fans a place to step away from the matches and enjoy a range of hot and iced drinks.

The menu will extend well beyond a traditional cup of coffee. Lavazza is bringing back its espresso-based “coffeetails” and specialty creations, including an Iced Tiramisu and the new Caffè Emiliano, an iced drink featuring cold brew and cherry syrup topped with mascarpone mousse and cocoa powder.

The brand is also taking its US Open presence beyond Flushing Meadows. Lavazza plans to showcase Tablì through experiences across New York City, including the US Open Experience at Hudson Yards and select Eataly locations in the New York and New Jersey area.

The broader campaign reflects how tennis sponsorship has evolved beyond traditional courtside signage. Brands increasingly use major tournaments to create experiences that blend sport, food, fashion and culture, and Lavazza has spent more than a decade building that type of connection with tennis fans.

Source: Lavazza

“Lavazza and tennis share the same passion for excellence: a dedication to detail, quality, and the care behind every gesture that has always defined our identity,” said Daniele Foti, Vice President of Marketing for Lavazza North America.

Lavazza’s connection to tennis also extends directly to the top of the men’s game through its longtime relationship with Jannik Sinner. The Italian star and Lavazza brand ambassador recently renewed his partnership with the company through 2030, giving the brand one of the sport’s most recognizable global faces.

Sinner’s presence offers a natural link between Lavazza’s Italian heritage and its international tennis strategy. The company has built a major footprint across the sport over more than 15 years, with partnerships spanning the US Open, Wimbledon, Roland-Garros and the Nitto ATP Finals.

According to Lavazza, the company has served more than 15 million cups of coffee to approximately 25 million spectators through its tennis partnerships.

That longevity is particularly notable in a sponsorship landscape where brands frequently move in and out of major events. Lavazza has instead made tennis a consistent part of its identity, using tournaments not only for exposure but also as stages to introduce products and reinforce its image around precision, tradition and style.

At the US Open, where long days can stretch from early matches to late-night finishes under the lights, coffee may be one of the more practical sponsorship fits on the grounds.

And with Sinner helping carry the brand’s tennis connection on court, Lavazza enters another US Open with both its coffee and its tennis credentials firmly established.

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Written by Assistant Editor Alex Binstok. Source: Lavazza

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