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 16th and concludes March 30th, can indulge in Parmigiano Reggiano 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 US is Parmigiano Reggiano’s largest export market, with an export share of 22% – 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 long-time and uninitiated American consumers.”
As the exclusive cheese sponsor at this year’s Miami Open, Parmigiano Reggiano 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 like 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, Parmigiano Reggiano will present an array of opportunities for spectators to engage with the brand during the two-week tournament. March 21st 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 Parmigiano Reggiano wheel cracking.
