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 play at home as Platinum Partner of the Nitto ATP Finals, which will be hosted in Turin until 2025.

In 2023, furthermore, we initiate a partnership as the Prestige Sponsor of the Rolex Shanghai Masters. The collaboration will continue until 2025, and Lavazza will be the only coffee brand present at the sports competition in China.

Our connection with tennis grew stronger in 2024 with the partnership launched between our global Lavazza brand and the Mutua Madrid Open 2024, Spain’s most important tennis competition. This collaboration with the Madrid Open not only strengthens our ties with the sport, but also confirms the importance of the Spanish market for our international growth strategy.

Sport is the ideal platform to convey our passion for excellence: the combination of tennis and coffee is indeed a perfect blend, allowing us to spread our culture, characterized by sociability, fair play, service-oriented capabilities, and impeccable quality. The numbers speak for themselves: over 10 million coffees served in almost 12 years of partnership during various tournaments and millions of spectators to whom we have offered the experience of true Italian espresso in person. Above all, since 2011, we have pursued our mission to spread the true culture of Italian coffee worldwide through sports, collaborating with sports personalities beloved by enthusiasts.

To make the Nitto ATP Finals in the city of Turin even more engaging and to spread the culture of Italian espresso, every year we offer tennis enthusiasts immersive experiences in various locations throughout the city:  last year visitors were able to explore Lavazza A Modo Mio’s Home of Masters in the Fan Village at the tournament, with the involvement of outstanding talents from the worlds of television, sport and haute gastronomy who shared their stories of excellence.