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Italian luxury sports car manufacturer Ferrari has unveiled an exciting new global collaboration with a rather unexpected market, L’OR Espresso, a premium coffee brand owned by JDE Peet’s Group. The multi-year partnership will see L’OR Espresso become an official partner for Ferrari’s motorsports teams and events.
As part of the agreement, L’OR Espresso will sponsor Ferrari’s 499P Le Mans Hypercar entries in the FIA World Endurance Championship. The iconic Italian coffee brand’s logos will feature prominently on the #50 and #51 cars driven by the Ferrari factory driver line-ups. L’OR Espresso will also partner with Ferrari Challenge, the world’s longest-running single-make motorsport series. Now in its 32nd season, Ferrari Challenge provides close racing action for gentlemen drivers in identical Ferrari 488 Challenge Evo cars.
In a statement, Ferrari’s Chief Racing Revenue Officer Lorenzo Giorgetti said the partnership brings together two premium Italian brands that share common values. This includes a passion for excellence and constant innovation to deliver the best possible experience for clients and consumers.
For L’OR Espresso, the collaboration provides an opportunity to increase brand awareness and establish itself as a truly global premium coffee brand. JDE Peet’s Chief Marketing Officer, Fiona Hughes, said the sensorial link between the two brands is clear, with both leading in intensity, craftsmanship, and passion.
Details on how L’OR Espresso will activate the partnership, such as branded content and promotional campaigns, have not been announced yet. But the coffee brand’s visibility on Ferrari’s famous red race cars will provide plenty of value in itself. The multi-faceted partnership between these two premium Italian brands has great potential for both. For Ferrari, it’s a new partner in the lucrative coffee category. And for L’OR Espresso, it’s a high-profile sponsorship that can elevate its brand globally.
