Parmigiano Reggiano is once again taking center stage in the United States—its leading export market, accounting for 22.5% of the PDO’s total exports—by renewing for the second consecutive year its role as “official cheese” sponsor of the Miami Open presented by Itaú, one of the most prestigious ATP Masters 1000 and WTA 1000 tournaments on the international tennis calendar.
Following the success of its debut partnership in 2025, the iconic Made in Italy cheese will return to Hard Rock Stadium in Miami Gardens from March 15 to 29, accompanying matches featuring nearly 200 of the world’s top ATP and WTA players.
The presence of the Parmigiano Reggiano Protection Consortium extends beyond traditional sponsorship. Instead, the Consortium aims to enhance the tournament experience for the more than 405,000 spectators expected through a blend of sport, culture, and lifestyle.
TASTE, LIFESTYLE, AND ITALIAN EXCELLENCE
At the dedicated “Parmigiano Reggiano Taste & Play” stand and within VIP areas, fans will have the opportunity to explore the versatility of the cheese through different aging profiles and innovative culinary creations.
Inspired by the vibrant culture of the host city, the gastronomic offering will feature original recipes including a Parmigiano Reggiano Cuban sandwich, croquetas, pan de queso with lime- and nutmeg-spiced honey, and also Parmigiano Reggiano ice cream. These creations aim to demonstrate how Italy’s “King of Cheeses” can go beyond tradition and seamlessly integrate into a cosmopolitan and contemporary culinary setting.
A PROGRAM OF EXCLUSIVE EVENTS
The initiative also includes a packed calendar of exclusive events designed to engage the public and opinion leaders.
March 19: The Consortium will host an event at The Moore Miami hotel, featuring Bernardo Paladini, chef of Torno Subito, the Miami restaurant supported by Michelin-starred chef Massimo Bottura.
March 20 – Italian Heritage Day: A full day dedicated to Italian cultural heritage, including live performances, the traditional wheel-opening ceremony, influencer programs, and a highly anticipated meet-and-greet with one of the tournament players.
March 23: A special mixology experience at Viceversa bar, curated by Giorgio Bargiani, assistant director of mixology at The Connaught in London.
FIGHTING “ITALIAN SOUNDING” WITH ENGAGEMENT
To reinforce the identity of the authentic product and combat the widespread Italian-sounding phenomenon, the Consortium will reintroduce the “Pronunciation Challenge,” following its success last year. During six sessions, fans attending the tournament will be invited to pronounce the name “Parmigiano Reggiano” correctly in exchange for official consortium merchandise.
The activation will be supported by an extensive digital and social media amplification strategy, with dedicated events for influencers and creators at the stadium, as well as promotional content on the center court and secondary courts’ giant screens.
“We are proud to return as an official sponsor of the Miami Open, one of the most prestigious tennis tournaments in the world,” said Nicola Bertinelli, President of the Consortium. “Through this collaboration, we aim to strengthen our presence in the United States—our leading export market with a 22.5% share of exports—and on the international stage. It also renews the consortium’s commitment to major sporting events, following last year’s sponsorship of the Rolex Paris Masters, and our multi-year strategic partnership with the New York Jets. Tennis embodies discipline, elegance, precision, and respect: values that reflect the way Parmigiano Reggiano is produced. It is a global sport with a high-profile and increasingly younger audience, where culture and lifestyle meet performance. This makes it the ideal stage for a product like ours—rooted in tradition, yet ambitious and contemporary.”
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