Format

Lavazza has entered a two-year sponsorship agreement with Fremantle to feature prominently in America's Got Talent (AGT), the iconic show airing on NBC since 2006. Co-produced by Fremantle and Syco Entertainment, AGT is one of the most successful TV shows in the U.S., with 3 billion video views in 2023, maintaining its position as the top summer alternative broadcast for 19 years.

This deal amplifies Lavazza's global campaign, "Pleasure makes us human," featuring Luigi, the robot with human emotions, who debuted in U.S. prime time. The collaboration, spearheaded by Lavazza's Global Marketing Communication team and Fremantle's Global Branded Entertainment division, aims to strengthen Lavazza's presence in the strategic U.S. market.

Lavazza branding appears throughout the show, notably with its iconic coffee cups on the judges' table. A humorous post featuring Luigi displaying his "human" talents on AGT’s stage alongside Simon Cowell has also gained traction on social media.

The partnership, which highlights Lavazza as the Official Coffee Partner of AGT, will extend through the 2025 season, continuing to build Lavazza’s narrative and emotional connection with a broad American audience.