MIAMI – The improbable run of Italy’s national baseball team at the 2026 World Baseball Classic has extended beyond the diamond and into a marketing opportunity for Italian coffee giant Lavazza. The company featured Team Italy manager Francisco Cervelli and two players in a new advertisement on its U.S. Instagram account, capitalizing on the team’s surprising success and embrace of Italian culture by its largely Italian-American roster.
The advertisement, posted on Monday, depicts Cervelli and two players enjoying espresso and exchanging cheek kisses – a gesture that has become a playful symbol of the team’s identity and a source of attention throughout the tournament. The imagery leans into stereotypes about Italian culture, which have resonated with audiences in the United States, where baseball enjoys a large following. The team’s unexpected performance, culminating in a semifinal appearance, amplified the cultural narrative and made it a prime target for brand engagement.
Italy’s squad is composed primarily of players of Italian descent, many of whom have actively highlighted their heritage during the tournament. This has included displays of the “mano a pigna” hand gesture and, notably, the consistent presence of Lavazza espresso machines in the dugout. While it remains unconfirmed whether a formal sponsorship agreement exists between Lavazza and the Italian Baseball Federation, the brand’s visibility has been undeniable.
This isn’t the first time the team has embraced Italian traditions during the World Baseball Classic. Similar displays were seen during the 2023 tournament, though with a different coffee brand, Nespresso. However, this year’s run, which saw Italy defeat the United States in the opening round and reach the semifinals – the program’s best-ever result – has elevated the team’s profile to new heights.
The espresso ritual, in particular, gained prominence after each home run. Captain Vinnie Pasquantino would present a freshly brewed espresso to the batter who had just gone deep, followed by the customary cheek kisses, a scene now replicated in the Lavazza advertisement. This post-homer celebration became a signature moment for the Italian team, capturing the attention of fans and media alike.
The team’s success and the accompanying cultural displays, have resonated deeply with the Italian-American community, and beyond. The World Baseball Classic provides a unique platform for celebrating heritage, and Italy’s team has seized that opportunity with enthusiasm. The Lavazza advertisement is a testament to the power of that connection, demonstrating how sporting success can translate into broader cultural and commercial opportunities.
The tournament run ended on Monday with a 4-2 loss to Venezuela in the semifinal. Despite the defeat, manager Francisco Cervelli delivered a powerful message to his team, calling them “champions” and acknowledging the impact they’ve had on the sport in Italy and among Italian-Americans. “No one expected what they did. They are champions,” Cervelli said, according to a post on X (formerly Twitter) by Shawn Spradling.
Cervelli, who was born and raised in Venezuela but has Italian roots through his father, Emanuele, emphasized the significance of the team’s achievement. “They revolutionized Italy. They put another sport on the map, which is good,” he said, as reported by the Associated Press. The team’s performance has already led to the first baseball game being broadcast on national television in Italy, a sign of the growing interest in the sport within the country.
Italy’s players also recognized Cervelli’s influence throughout the tournament. “He was incredible this tournament,” said Pasquantino, via USA Today. “We don’t make it this far without him. It was an absolute honor to play for him.” The players reportedly gifted Cervelli a bottle of wine after the semifinal loss as a gesture of their appreciation.
While Italy didn’t secure a spot in the championship game, their journey has undoubtedly left a lasting impression on the World Baseball Classic and the broader baseball community. The team’s embrace of Italian culture, combined with their on-field success, has created a unique and memorable narrative that has captured the imagination of fans worldwide – and provided a valuable marketing opportunity for brands like Lavazza.
The Italian national team will now look to build on this momentum, with future international competitions on the horizon. The impact of this World Baseball Classic run is expected to be felt for years to come, both in Italy and within the Italian-American diaspora.
