Parmigiano Reggiano Serves Fun at Miami Open
Parmigiano Reggiano, one of the globe’s most beloved Italian imports, will serve as a first-time, official sponsor of the Miami Open presented by Itaú. Attendees at the annual tennis tournament, which kicks off on March 16 and concludes March 30, can indulge in the Italian cheese courtside and interact with the brand via a series of activations.
“We are delighted to partner with the Miami Open, one of the world’s most prestigious tennis tournaments. Both Parmigiano Reggiano and the Open share the same values of excellence, passion, and well-being,” says Parmigiano Reggiano Chief Marketing Officer Carmine Forbuso. “The U.S. is Parmigiano Reggiano’s largest export market, with an export share of 22 percent – amounting to more than 16,000 tons exported in 2024 – with a daily growing demand from consumers who appreciate high-quality, authentic products.
“We believe the Miami Open is an ideal platform to tell our story and showcase what makes Parmigiano Reggiano unique. We see this as more than a sponsorship, but rather a way to truly connect with both longtime and uninitiated American consumers.”
As the exclusive cheese sponsor at this year’s Miami Open, the brand aims to enhance the fan experience by widely showcasing the DOP product in suite menu packages and concessions – offering both traditional dishes and novel creations such as Parmigiano Reggiano Popsicles. Entire cheese wheels, engraved with the Miami Open logo, will also be on display throughout the tournament, most notably in the Player’s Club.
In addition, the brand will present an array of opportunities for spectators to engage with the brand during the two-week tournament. March 21 will mark Parmigiano Reggiano Day at the stadium, during which celebrity chef David Rocco will put fans to the test with a Parmigiano Reggiano Pronunciation Challenge, quizzing them on the correct pronunciation of the notoriously tricky name of the cheese. Winners will receive Parmigiano Reggiano and additional merchandise.
The lighthearted campaign hopes to bolster the identity of genuine Parmigiano Reggiano, often confused with Italian-sounding hard cheeses and imitators. The activation will also host a crowd-pleasing wheel cracking.
The sponsorship will include social and digital integrations across the tournament, specifically videoboard promotions; visible signage broadcast integration of the Tennis Channel; and dedicated creative within media platforms, social media and in the stadium. The brand will also host media guests, trade partners and retailers throughout tournament sessions.
The Miami Open presented by Itaú attracts nearly 400,000 fans annually to Hard Rock Stadium in Miami Gardens. Founded in 1985, the 15-day event is a 1000-level tournament on both the men’s ATP and women’s WTA tours.
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