Juan Valdez hot and ready-to-drink (RTD) coffee will be served during Chicago Cub games at Wrigley Field as the Colombian coffee group seeks to strengthen its US market presence
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The partnership began at Chicago Cubs’ match against the New York Yankees on 7 September 2024 | Photo credit: Blake Ruidry
Colombian coffee group Juan Valdez has been unveiled as the Official Coffee Partner for US Major League Baseball (MLB) team, Chicago Cubs.
The sponsorship deal will see Juan Valdez’s hot and ready-to-drink (RTD) coffee served at the Chicago Cubs’ Wrigley Field ballpark and branded signage displayed around the 41,649-capacity site.
The partnership commenced at the Chicago Cubs’ match against the New York Yankees on 7 September 2024 and will continue through the Major League Baseball (MLB) side’s 80 home matches this season.
Juan Valdez joins a growing roster of major coffee brands sponsoring MLB teams. Massachusetts-based Dunkin’ is the Official Coffee Partner of the New York Mets, Boston Red Sox and Los Angeles Dodgers, while California-based Peet’s Coffee has been the coffee supplier for the San Diego Padres since 2014. Michigan-based Biggby Coffee was named the Official Coffee of the Detroit Tigers in April 2023 and Starbucks was appointed the exclusive coffee provider for the Seattle Mariners a month later.
The Chicago Cubs tie-up comes four months after Juan Valdez signed a joint venture agreement with US-based Colombian coffee farm group Green Coffee Company (GCC). The deal grants GCC exclusive third-party rights to sell and market Juan Valdez-branded coffee in the US and Canada.
“The Juan Valdez coffee enjoyed at Wrigley Field will come directly from our sustainably-produced farms in Colombia and from the small farmers who we support in the same region. America’s beloved pastime and baseball’s greatest fans deserve the world's finest coffee, which can only come from Colombia and the Juan Valdez brand,” said Ted Skodol, Chief Revenue Officer, GCC.
Juan Valdez opened its first international coffee shop in Washington DC in 2004. Despite operating just 12 stores in the US today, the coffee chain and has identified the country as key growth market as it seeks to reach 1,200 stores globally by 2028.