Lavazza coffee and tennis:

the perfect match

Ten years of presence in the most prestigious tournaments in the worldwide tennis circuit, because a good coffee is like a passer-by at the intersection of the lines: it requires precision, attention to detail, and a quest for excellence and also because coffee has a long tradition and a precise ritual, just like the queues at Wimbledon or the preparation of the red clay at Roland-Garros.

Lavazza made its debut in the great tennis on the green grass of Wimbledon in 2011, before moving on to the red clay of Roland-Garros in 2015. In the same year it also landed on the blue synthetic surface of the US Open, completing the Grand Slam with the entry to the Australian Open. Until 2020, Lavazza is thus the only brand in the world to be a partner of all Grand Slam tournaments. The adventure on the tennis courts continues and is reaffirmed in 2021, the year in which we finally play at home as Platinum Partner of the Nitto ATP Finals, which will be hosted in Turin until 2025.: contributing to such an important event is a source of pride and commitment, especially towards the territory in which our Group was born and raised.

In 2022, our presence in the prestigious tournaments of Roland Garros, Wimbledon, US Open and during the Nitto ATP Finals, when “we played at home”, represented an opportunity to tell our commitment towards sustainability Blend for Better and the work of the Lavazza Foundation: 32 sustainable development projects in 20 countries, benefiting more than 136,000 people. On the occasion of the Nitto ATP Finals, in particular, we reaffirmed our commitment to promoting sustainable choices: in Nuvola Lavazza we set up a tennis court made of coffee powder to be pulped and other recycled materials, with the aim of inspiring a more efficient waste management.

Sport is the ideal platform to recount our passion for excellence: the one between tennis and coffee is in fact a perfect blend, which allows us to spread our culture, made of sociality, fair play, service skills and impeccable quality. The numbers speak for themselves: more than 10 million coffees served in almost 11 years of partnership in different tournaments and millions of spectators to whom we offered, live, the experience of the true Italian espresso. But above all, from 2011 onwards, we have carried out our mission to spread the true culture of Italian coffee around the world through sport, collaborating with sports personalities loved by fans. Over the years, in fact, many champions have been our brand Ambassadors, bringing more and more the worlds of sport and coffee excellence. Looking to the future, our Ambassador team has expanded with the young Italian champion Jannik Sinner, along with Lorenzo Musetti and Lorenzo Sonego from Turin. A meeting of Italian excellence in the name of passion for sport and coffee.

In order to make the Nitto ATP Finals in Turing even more engaging and spread the culture of Italian espresso, both in 2021 and this year we have made tennis fans live immersive experiences in different places in the city. Last year visitors were able to discover the rules to enjoy a real Italian espresso while walking in a big Deséa coffee machine in the central Piazza San Carlo. In 2022, with the interactive Espressoland at the Pala Alpitour, we offered viewers the opportunity to discover, through tennis metaphors and the narration of Jannik Sinner, the secrets to prepare at home the true Italian espresso, perfect as the one we taste of the bar.