Juan Valdez’s second US sports sponsorship deal in 12 months comes as the Colombian coffee group seeks to boost brand recognition in one of its priority growth markets
Colombian coffee group Juan Valdez has signed a multi-year sponsorship deal with the Los Angeles Rams NFL team.
As Official Coffee Partner, Juan Valdez’s hot and ready-to-drink (RTD) coffee will be served at the Los Angeles Rams’ SoFi Stadium in Inglewood, California. Branded signage and product promotion will also be displayed around the 70,000-capacity site.
The Los Angeles Rams share the stadium with fellow NFL team, the Los Angeles Chargers.
The partnership, which comes less than 12 months after Colombia’s Juan Valdez struck a similar deal with US Major League Baseball (MLB) team, the Chicago Cubs, is being facilitated by a joint venture with US-based Green Coffee Company.
In May 2024, Juan Valdez granted the Colombian coffee farm group and distributor exclusive third-party rights to sell and market Juan Valdez-branded coffee in the US and Canada.
“Being part of a team like the Los Angeles Rams is a powerful example of how far Colombian coffee can go when there is passion, purpose, and global vision behind it. Being present in such an iconic scenario as this allows us to connect with global consumers, share our culture and continue consolidating Colombia as a reference of coffee excellence at an international level,” said Sebastian Mejia, who was appointed General Manager for Juan Valdez North America in June 2025.
Founded by Colombia’s National Federation of Coffee Growers, Juan Valdez currently operates over 630 stores across 18 markets globally. The chain made its international debut in the US in 2004 and currently operates a dozen outlets in Florida. While it has yet to achieve its ambitious growth plans in the US – which at one point included a goal to reach 180 stores by 2025 – Juan Valdez still views the country as a key growth market as it seeks to reach 1,200 stores globally by 2028.