HOUSTON – Who knew the power of espresso?
Not in the literal sense of a caffeine jolt, but in the vitality of a moment three years in the making.
Before its opening game of World Baseball Classic pool play, Team Italy set up an espresso machine in the dugout. Manager Francisco Cervelli stepped up and took the maiden sip. We recorded it for social media. Just a quick 30-second video. Cervelli, of course, leaned into the moment like a true Italian. He didn’t just sip the espresso. He celebrated it.
For Italians, espresso is not simply a drink. It is culture.
As we filmed the clip, I figured it might get a little traction online. Maybe some engagement from baseball fans. Maybe some smiles from the Italian American community. What I did not expect was for it to become the most viral piece of content I have ever produced.
That is saying something after 25 years in media. I have covered Super Bowls, produced content from major sporting events, produced nine documentaries, and helped lead coverage across newsrooms and digital platforms. But in hindsight, I probably should have known that the special combination of Italy, baseball, and espresso might be the perfect formula for the internet.
Move over, Jonathan Goldsmith, the famed “Most Interesting Man in the World” from the Dos Equis commercials. Francisco Cervelli might just be the suave beverage spokesman we did not know we needed.
“Coffee is a way of living,” Cervelli said, looking straight into the camera with unmistakable Italian passion. “It is not just a drink.”
And then, in a moment no scriptwriter could have possibly dreamed up, he added with a grin: “Stay thirsty, my friends.”
Legend. Pure gold.
The video took off almost immediately. Our friends at Growing Up Italian asked if they could share it. Within 30 minutes, the wildly popular Jomboy Media did the same.
By Sunday afternoon, the original video from my X account had surpassed 2.5 million views. When you factor in the countless reposts, edits, and shares from other outlets, many of which graciously asked permission, the aggregated reach had climbed past five million views and counting. Sports Illustrated. Yahoo Sports. Barstool Sports. The Athletic. Front Office Sports. You name it. They all wanted it.
And then came the home runs.
As many fans noticed during the broadcast, the espresso machine was not just for pregame theatrics. It became part of Italy’s home run celebration. Every long ball meant another shot of espresso. Thankfully for the Azzurri, there were plenty. Dante Nori launched two home runs, and Dominic Canzone added another. Three home runs. Three espresso shots. Three more viral moments.
This year’s inspiration actually came from Italy captain Vinnie Pasquantino.
Instead of the espresso machine simply sitting in the dugout as it did in 2023, Pasquantino had a better idea. This time, the machine would be used exclusively for players who hit home runs.
There was just one small problem. Many of the players do not actually like coffee. And in the excitement of the moment, they were not exactly waiting for the espresso to cool down before chugging it.
Dante Nori experienced that reality twice.
“I do not like coffee, so it did not taste great,” Nori laughed after the game. “The first one especially, I was like, ‘Ugh.’ But the second one, I kind of liked that one a little bit more.”
Dominic Canzone may have had the most relatable reaction of all. After taking his celebratory espresso shot, he immediately spit it out, creating yet another viral moment for Team Italy. Turns out the espresso celebration might be just as entertaining as the home runs themselves.
If you recall, the espresso machine had already secured a place in Italian baseball folklore.
If the scene felt familiar, it is because Italy first went viral for its dugout espresso culture during the 2023 World Baseball Classic in Taiwan. During pool play, Italian coach Michele Gerali casually prepared an espresso in the dugout, drawing the attention of the game broadcast and fans around the world. It instantly became one of the tournament’s most charming storylines.
This time around, Italy leaned into the moment and came prepared.
Some pregame video was shot around the espresso machine, and I happened to be in the right place at the right time. I gathered the footage and waited for the right moment to post it. Midway through the game, just before Italy’s offense exploded, I hit publish. The timing could not have been better.
When Cervelli met the media after Italy’s 8-0 win over Brazil, he was asked about espresso almost as much as baseball. That is what happens when you win big, and the atmosphere allows for a little fun.
“We got it on the bus, we got it in the dugout,” Cervelli said with a shrug. “It is normal for us. We also bring Parmesan cheese and olive oil.”
Naturally.
All of this attention leads to an obvious question. How is there not a coffee sponsor attached to Team Italy?
Lavazza. Nespresso. Bialetti. Illy. Take your pick.
Team officials say they have tried to make those connections before, but so far nothing has materialized. Which is remarkable considering the numbers.
Tens of millions of impressions seem inevitable by week’s end if the home runs and espresso celebrations keep coming. The World Baseball Classic is one of the fastest-growing global sporting events, with enormous reach across North America, Asia, and Latin America. Beyond this tournament, Italy has a high profile in Europe, with continued North American exposure in baseball as more players sign with Major League clubs. The best time for a deal is now.
The visibility is organic. The brand connection is authentic. And the storytelling practically writes itself. A partnership between Team Italy and a major espresso brand would not just make sense. It would be one of the most natural sponsorships in sports.
Until then, the espresso machine remains exactly what it was meant to be. A small piece of Italian culture traveling with the team, reminding everyone that baseball can still be joyful, quirky, and deeply human.
Stay thirsty, my friends.
Chris R. Vaccaro is a media executive, professor and author from Long Island. He is a senior editorial advisor of World Baseball Network, VP of the Italian American Baseball Foundation, and U.S. press liaison for the Federation of Italian Baseball and Softball.
