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Case Study · Brand Activation
Segafredo’s Branded Coffee Bar at the Miami Invitational, Powered by Cafering
When Segafredo needed a coffee partner for its hospitality suite at the first-ever Miami Invitational, they turned to Cafering. Over four hours inside loanDepot Park, a fully branded red espresso cart served hospitality guests hot and iced drinks made with Segafredo beans, while the crowd watched World No. 1 Carlos Alcaraz make his Miami debut.
Client
Segafredo
Event
Miami Invitational
Venue
loanDepot Park, Miami
Date
December 8, 2025
Service Duration
4 hours, extended to 5 on-site
Guests Served
200+
Baristas
2
Setup
1 custom red branded espresso cart
Menu
Hot & iced espresso drinks, Segafredo beans
Branding
Segafredo cups, Coffee Printer logo on every drink
A Sponsor Activation Inside a Working Stadium
Segafredo served as a coffee sponsor for the Miami Invitational, the first tennis event ever held at loanDepot Park. The exhibition drew a sold-out crowd to watch Carlos Alcaraz, fresh off his U.S. Open win, headline alongside João Fonseca, Amanda Anisimova, and Jessica Pegula.
Cafering’s cart was placed inside the venue’s premium hospitality suite, a semi-indoor space reserved for guests with upgraded seating access. It was a different environment than a typical activation. Guests were relaxed, moving in and out between sets, and expecting an experience that matched the level of the event around them.
Representing a Coffee Brand, Not Just Serving Coffee
For a sponsor activation, coffee is the brand. Every detail was built around Segafredo, not Cafering.
The cart and espresso machine were finished in Segafredo red to match the brand’s identity. All drinks were made with Segafredo beans and served in Segafredo-branded cups. Using the Coffee Printer, every drink left the bar with Segafredo’s logo printed directly onto the foam, turning a routine coffee order into a small piece of branded content guests could see, hold, and photograph.
This is the difference between decorative coffee service and a real brand activation: the guest’s takeaway is a Segafredo moment, not a generic one.
Built for Stadium Logistics
Working inside a stadium changes the operational math. Load-in distances are longer, timelines are tighter, and there’s no room to be late once doors open. loanDepot Park’s semi-indoor, semi-outdoor layout also meant planning for a space that behaves like neither a fully enclosed venue nor an open-air one.
Cafering arrived, set up, and was fully operational ahead of guest arrival, with the cart positioned to serve the hospitality suite without disrupting guest flow through the space.
Extending Service On the Spot
Midway through the event, Segafredo’s team asked Cafering to keep the bar open longer than originally scoped. Cafering added a second barista and extended service by an hour on-site, with no gap in service and no scramble to make it happen.
For a sponsor mid-event, that kind of flexibility matters more than almost anything else. The ability to say yes and deliver immediately, without a follow-up call or a delay, is what turns a vendor into a partner.
A Repeat Partnership Since a Smaller loanDepot Park Booking
Segafredo first brought Cafering into loanDepot Park about a month earlier, for a smaller internal meeting. The Miami Invitational activation was a direct result of that first booking. Segafredo already knew what to expect from Cafering before the stakes, and the guest count, got significantly higher.
The Result
Over four hours, extended to five, Cafering served more than 200 drinks to Segafredo’s hospitality guests without slowing down during the busiest stretches of the night. Segafredo’s team gave positive feedback on-site and has since rebooked Cafering for additional events.
Planning a Sponsor Activation or Hospitality Suite?
Cafering builds branded coffee experiences that hold up under real event conditions, from sponsor rows to VIP suites.
