Arsenal and Liverpool have agreed a deal with coffee giants, Lavazza.

Arsenal and Liverpool have entered into an agreement with Italian coffee masters, Lavazza, that will see the two clubs become official UK partners for the brand. The partnership will, according to Lavazza’s press release, “…unite the excellence of authentic Italian coffee with that of English top flight football. “

The deal, which has been agreed for a three-year period initially, will see both clubs serve Lavazza coffee at the ground, in the players’ lounge and at other key sales points throughout the venues.

Arsenal commercial director Peter Silverstone said: “We sell close to two million tickets to Emirates Stadium each season, and now all visitors will be able to enjoy Lavazza’s quality coffee wherever they are in the ground.”

Carlo Colpo, Lavazza global head of marketing communication, added: “As part of our marketing strategy we are delighted to partner locally with Arsenal and Liverpool, two English top-flight teams ranked among the ‘Top 20 most valuable sports brands’ in the world (Powa Index 2018). Two teams that share with Lavazza the same passion for excellence, innovation and tradition.

“These multi-faceted partnerships will see select players from both clubs as protagonists of localised versions of the new Lavazza global advertising campaign, which will be premiered first in the UK market at the end of November.”

Billy Hogan, managing director and chief commercial officer at Liverpool, continued: “Lavazza is synonymous with excellence, tradition and passion for its coffee, in the same way that we are with football, so it’s a pleasure to be welcoming them to the Liverpool FC family.”

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