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It’s no secret that sports partnerships can be a powerful tool for brands. But the ones that actually move the needle go far beyond some courtside signage or animated logos on a broadcast.
The strongest collaborations are built on three pillars: authenticity, creativity and growth potential. Few examples illustrate this better than Lavazza’s decade-long relationship with the US Open. For the Italian coffee company, the Open is as much a cultural stage as it is for the athletes competing.
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1. Authenticity…
…isn’t complicated.