MADRID, Spain – Lavazza Group, one of the world’s leading coffee roasters, announces its partnership with Mutua Madrid Open 2024: this is a further confirmation of the brand’s decade-long commitment to tennis, built on common objectives and shared values such as the pursuit of excellence, the drive towards innovation and internationalisation, the sense of conviviality and above all, innate passion, and togetherness.
The brand is present at the Spanish tournament with several activations, contributing to the creation of an unforgettable experience for all the passionate spectators.
A Lavazza coffee point is located in the VIP terrace, while a special Lavazza Boutique offers visitors the chance to enjoy unique experiences like the possibility to personalize their cappuccino with a selfie printed on the foam.
In terms of product offer, La Reserva de ỊTierra! Cuba, the premium blend of sustainable quality within integrated blockchain traceability, is served by professional baristas with special recipes as espresso Salentino and Napoletano.
Lavazza relationship with tennis started at Wimbledon 2011 and quickly became one of its core strategic platforms to communicate the Company’s heritage, values and products.
Since then, the Group has gradually become the official coffee partner of the Grand Slam tournaments: the partnership with Wimbledon and Roland Garros have been going on for 13 and 10 years respectively, both renewed until 2025.
The one with US Open has been going on since 2015 and will run up to 2025 as well. Latest relevant steps within the Group plans have been the partnerships with NITTO ATP FINALS 2021-2025 tournament and Rolex Shanghai Masters, further consolidating the strong connection between the brand and the world of tennis.
Sports sponsorships play a key role in the international growth of the Group. By entering the main temples of tennis, with Mutua Madrid Open as latest addition, the Group manages to reach a large international audience to whom the high quality of its offer and service can be presented.
Every year – thanks to the tennis platform – Lavazza comes in contact with more than 3 million people and, over the years, it has offered tennis enthusiasts an extraordinary taste experience by serving more than 11 million coffees.
Through the collaboration with Mutua Madrid Open Lavazza is not only consolidating its connection with the sport platforms but is also marking a valuable milestone in the strategy designed for Spain.
Spain is a growing Market for Lavazza, in which the brand has been operating since 1990s, but it’s in the last 5 years that a stronger focus has been placed on the Region.
The brand has indeed been promoting the authentic Italian coffee culture in all its form, blending with the needs and demand of local consumers.
The collaboration with Mutua Madrid Open, do confirm the importance of Spain in Lavazza international strategy, while strengthening the bond between the Group and the tennis world.
