Liverpool FC has welcomed the Lavazza Group as the club's official coffee partner in the United Kingdom.

During the multi-year partnership, Lavazza will become the exclusive coffee supplier to Anfield Stadium, providing authentic Italian coffee to the 54,000 supporters in attendance each matchday, as well as those who visit on non-matchdays.

The partnership comes as Lavazza continues to spread its message about authentic coffee experiences around the globe in a new advertising campaign, which will kick off in the UK featuring Reds first-team players Dejan Lovren, Daniel Sturridge and Virgil van Dijk.

Throughout the partnership, Lavazza will also benefit from pitchside LEDs and hospitality, and will create a range of experiences specifically for Liverpool fans.

Billy Hogan, managing director and chief commercial officer at Liverpool FC, said: “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.

“We’re very much looking forward to working together, strengthening their presence here in the UK and providing our supporters with an incredible authentic coffee experience when visiting our Anfield home.”

David Rogers, Lavazza UK managing director, commented: “At Lavazza UK, we are immensely proud to be further strengthening our presence in the United Kingdom through new partnerships with one of English football’s greatest teams.

“It is a move that allows us to reach consumers with our authentic Italian coffee experiences not only first-hand in the stadium, but also through a multitude of other touchpoints year-round, potentially reaching tens of millions of Liverpool FC fans.”

Lavazza has also created LFC-branded A Modo Mio Tiny machines so supporters can enjoy an authentic Italian and LFC coffee experience in their own home. These will be available direct from Lavazza in the near future.

From November 1, Lavazza’s product offering will be available in all Anfield Stadium hospitality boxes and lounges, and from all bars and concourse kiosks throughout the stadium.