Lavazza coffee and tennis:

the perfect match

 

 

"There are many values that unite us, including tradition, innovation, ritual, internationality and above all passion."

 

Giuseppe Lavazza

Game, Set, Match: 10 years of emotions and tournaments.

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, where it brought back the champion Andre Agassi as brand Ambassador in the tournament he won twice. A presence crowned by the completion of the Grand Slam in 2016, with the entry in the Australian Open. Until 2020 Lavazza is thus the only brand in the world to be a partner of all the 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.

 

On this occasion, our Nuvola headquarters plays a central role in involving the public of tennis fans, becoming the venue for events and programs dedicated to great tennis, with the aroma of Italian espresso as the fil rouge

A perfect blend, that of tennis and coffee, which allows us to spread our culture - made up of sociability, fair play, service skills and impeccable quality - with important numbers: more than 8 million coffees served during the 10 years of partnership in the various tournaments and millions of spectators to whom we have offered, live, the experience of real Italian espresso. But above all, from 2011 onwards, we have continued our mission to spread the true culture of Italian coffee around the world through sport, investing in sports personalities that many fans know and love. Over the years, in fact, numerous champions - Andre Agassi above all - have collaborated with us as brand Ambassadors, bringing the worlds of sport and coffee of excellence closer and closer together. Looking to the future, our team of Ambassadors has recently expanded to include the young Italian champion Jannik Sinner, central to our sports marketing strategy and fresh winner of his second ATP title - the youngest ever to achieve this result - together with Lorenzo Musetti and Lorenzo Sonego from Turin. A meeting of Italian excellence when it comes to passion - for sport and for coffee.

Lavazza's relationship with tennis is a special one, which ties in with other high-profile collaborations developed in the worlds of sport, art and culture, such as the one with CAMERA - the Italian Center for Photography in Turin, where we promoted the exhibition "Martin Parr. We ❤ Sports", which traces the career of the great British photographer Martin Parr through 150 images dedicated to sports competitions, with a particular focus on those taken during the Grand Slam tournaments.

It is in this way that, united by the same values, the parallel worlds of sport and coffee meet, creating a surprising experience.