Turin and tennis are the perfect blend for Lavazza, global ambassador of espresso culture.
Turin, January 14, 2021 – “As Platinum Partner, Lavazza is excited to be one of the protagonists of the upcoming ATP Finals in Turin, along with the organisers and national and local authorities. This event represents an outstanding opportunity for our city’s development and international visibility and we’re proud to be able to make our own contribution. For us, Turin and tennis are a “perfect blend”, like the excellent espresso for which we’re global ambassadors. We’re ready to build an extraordinary experience, worthy of our great city and country,” said Lavazza Group Vice President Marco Lavazza at the official presentation of the Nitto ATP Finals 2021-2025.
This year Lavazza celebrates its first ten years of marriage with tennis. It all started in 2011, in Wimbledon, and went on to include all the Grand Slam tournaments, achieving some extraordinary results over the years: every year Lavazza reaches an audience of more than three million people, serving about a million and a half cups of coffee at every tournament.
In 2019, Lavazza’s commitment to tennis found another field of play in its support for the sport’s promising talents, through its sponsorship of the Next Gen ATP Finals 2019. This represented a key opportunity to promote an exchange of views between the members of Generation Z at the exhibition and their idols, involving them through what the company does best: coffee.
Since 2011, Lavazza has carried on a mission to spread the true culture of Italian coffee across the globe through sport, by investing in sports personalities that so many fans know and love. Over the years, numerous champions and experts – one above all Andre Agassi – have worked with Lavazza as Ambassadors, bringing the worlds of sport and excellent coffee closer and closer together. With the aim to value young talents, Lavazza has recently widened its Brand Ambassadors’ team with the Italian young phenomenon Jannik Sinner, a key personality in the sport marketing strategy and recently winner of his first ATP title, the youngest tennis player to have gained such an accomplishment – and the Australian Alex De Minaur, both joining expert tennis players like Angelique Kerber, Karen Khachanov and Johanna Konta, relevant for the brand’s role in Germany, Russia and the UK.
For Lavazza, investing in sport has strategic value because it offers the opportunity to give our products more visibility in the company’s target markets. Lavazza’s presence at Grand Slam tournaments is a demonstration of the desire to invest in consumer awareness and engagement through branding activities in highly dynamic markets that are strategic for the Group’s growth and that appreciate the excellence of Italian coffee.
The tournaments, together with Lavazza, offer the public the authentic experience of typical Italian hospitality through excellent service and a unique product.