TURIN, Italy — Turin was again the capital of international tennis as, for the third time, it hosted, from November 12 to 19, 2023, the Nitto ATP Finals, which Lavazza is continuing to support as Platinum Partner until 2025. Back on court alongside local and national organisations, the brand renewed its commitment to the city that represents the company’s tradition and future.
The worlds of tennis and Lavazza coffee joined forces for the first time in London in 2011 on Wimbledon’s grass courts.
Today, with over 10 years’ experience at the world’s top tennis tournaments, Lavazza is recognised as the coffee of tennis fans, serving 11 million cups and reaching an audience of more than three million people.
“The combination of tennis and Turin works, as is demonstrated by a further increase in the forecast number of fans this year, which is good for the city from both cultural and economic standpoints. It’s something we’ve believed in right from the outset, supporting the city’s candidacy and working with local and national authorities, because we know that events like this are essential to give Turin an increasingly international outlook.” said Marco Lavazza, Lavazza Group Vice Chairman.
Nuvola Lavazza turns orange
For the Turin-based company, sport is like the espresso coffee ritual, creating connections and encouraging the sharing of diverse experiences with a view to boundless social interaction. Building on the strength of these values shared by the brand and tennis, Lavazza has chosen the Nitto ATP Finals to organise a memorable get-together at its Turin headquarters between Jannik Sinner, one of the world’s top tennis players today and a Brand Ambassador since 2019, and his number one fans, the Carota Boys.
Since their first appearance dressed in carrot orange, Lavazza has supported these six young men from Revello by giving them access to the world’s most prestigious tournaments. And a few days ago the company made every fan’s biggest dream come true, by giving them the incredible opportunity to meet their idol in the flesh and challenge him on a tennis court set up specially for the occasion in Nuvola Lavazza.
The brand has also produced an evocative video that tells the story of this remarkable matchup, sharing the excitement of the Carota Boys with the whole community of tennis fans.
Turin, tennis and espresso: the perfect blend for A Modo Mio
The challenge set for all tennis lovers by A Modo Mio was to discover the rules for making real Italian espresso at the Nitto ATP Finals Fan Village. During the sporting event, in the Fan Village next to the Pala Alpitour, the brand organized “Home of Masters”, the A Modo Mio Club House dedicated to Lavazza’s mastership in the preparation of espresso coffee.
In this space, an entertainment and analysis path interactively revealed the secrets to tasting perfect coffeehouse-quality espresso at home, thanks to the Lavazza A Modo Mio system and Barista Technology. The initiative echoed the competitive spirit of the tennis event, inviting people to become Masters of Italian espresso by answering entertaining themed questions.
Inspired by the puzzles found in Escape Rooms, various timed quizzes have been devised for participants to solve with the help of clues hidden in the Home of Masters and the support of an “original and eclectic” staff, the aim being to learn about the rules of Barista Technology and join the Wall of Fame of Italian Espresso.
