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.

1. Authenticity…

...isn't complicated. Authenticity comes down to synergy between the partners. In this case, both the US Open and Lavazza are in the business of excellence. The Open showcases the best tennis athletes in the world; Lavazza serves what it positions as the best coffee in the world.

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