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Another winning serve that strengthens our association with great tennis: the official launch of the partnership between our global Lavazza brand and the Mutua Madrid Open 2024, Spain’s most important tennis competition. The ATP tournament held in the Spanish capital is the second Masters 1000 of the season on clay and represents an unmissable opportunity for players to warm up their racquets on this surface in preparation for Roland-Garros.
Our bond with tennis
Our presence on tennis courts in Spain again confirms our association with this sport and the values we share: a passion for excellence combined with tradition, an international outlook and innovation. The Madrid Masters is a magnet for top international players and a milestone on the ATP circuit, further extending our partnership with great tennis, which began over 10 years ago at Wimbledon and has grown over the years to include the world’s most important tournaments, most recently the Shanghai Masters 1000. As well as sharing in the thrill of the competitions, we continue to offer spectators the unique experience of real Italian espresso, with more than 100 million cups served over the years.
The Spanish market
The collaboration with the Madrid Open not only strengthens our ties with tennis, but most importantly confirms the importance of the Spanish market for our international growth strategy. Spain, where our global Lavazza brand has been operating since 1990, is a growth market for our Group, helping spread the culture of authentic Italian espresso coffee around the world.