Italian coffee brand Lavazza has become the first food and beverage brand to complete a Grand Slam after signing a deal with the Australian Open. The company already has agreements in place with the other three tennis majors – the US Open, French Open and Wimbledon.
The premium coffee partner is key to the Australian Open’s enhanced food and beverage experience, with seven new restaurants and 12 private dining rooms on site as well as world class dining from some of Melbourne’s best restaurants at the Australian Open Festival in Birrarung Marr.
“Melbourne is, without a doubt, Australia’s coffee capital and we are delighted to partner with this premium global brand,” Tennis Australia Commercial Director Richard Heaselgrave said today.
“The vibrant coffee culture is part of Melbourne’s DNA, and an intrinsic part of this fantastic city. It’s only fitting our fans, players, media and tournament staff have access to a premium product so dedicated to innovation and tennis as a sport.
“Partnering with the nation’s largest annual sporting event is a perfect opportunity for Lavazza to extend its Australian presence and for us, the chance to share and support our fans’ passion…really good coffee.”
“The Lavazza brand and its 120 years of history and passion have been a fact of life in Australia for over 30 years,” Lavazza Group Vice President Giuseppe Lavazza said.
“In September we began managing our business in Australia directly through a subsidiary. This is a market in which we aim to achieve even higher growth. The Australian Open will represent a special opportunity for our brand to offer the public the ultimate experience of authentic Italian hospitality.”
A true Italian coffee experience will be served up at more than 30 on-site outlets, a two-storey, custom-built coffee destination café, two coffee carts, corporate hospitality areas, dining spots and restaurants, and a barista dedicated to the Player Café.
“We are thrilled to be sharing our coffee with the thousands of visitors at the Australian Open in 2016, and we are particularly looking forward to working closely with our chef ambassadors to create a mouth-watering experience for consumers,” said General Manager of Lavazza Australia, Nigel Meakins.
The new partnership makes Lavazza the first food and beverage brand in the world to partner all four Grand Slam tournaments – the Australian Open, Roland Garros, Wimbledon and the US Open.
