5 min

Lavazza serves up another ace: the agreement with the Wimbledon Championships has been renewed for three years.

29-06-2017 • Events and sponsorships


London, United Kingdom (June 2017) – Lavazza, a global leader in the coffee industry, announced today that it has signed a new three-year agreement with the Wimbledon Championships, establishing itself as the official coffee of the Grand Slam tournament. The collaboration that began in 2011 has gone from strength to strength, and will now continue until 2019.



For the occasion, Lavazza will invite its Global Ambassador to Wimbledon: the tennis legend Andre Agassi, who will return to the courts of the All England Club on the 25th anniversary of his first Grand Slam win at Wimbledon in 1992. As he commented in his famous statement: “Wimbledon is the place where every kind of magic is possible.”

Marco Lavazza, Vice President of the company, commented: “We are pleased to continue the relationship with Wimbledon over the next three years. It is a long-standing collaboration in a key market for our company. We are proud to take part in one of the world’s biggest tennis tournaments and that our partnership has grown stronger. Agassi's collaboration as a Global Ambassador is another milestone for Lavazza: we will share a year full of excitement with one of the greatest athletes of all time.”



The Wimbledon Championships will be held from Monday 3rd July to Sunday 16th July, 2017, and over those two weeks Lavazza will have over 200 coffee machines in 60 service points, including 13 bars and restaurants, corporate hospitality areas and press room, reserved areas for tennis players and competition officials. It is anticipated that tennis fans attending this year will be served up to a million cups of authentic Italian coffee, both in the prestigious Wimbledon ground and outside in the most famous queue in England, where spectators eagerly wait to enter the courts.



Mick Desmond, AELTC Media and Commercial Director, said: “The All England Lawn Tennis Club is pleased that Lavazza will continue to be the official coffee of the Wimbledon Championships, for another three years. We are also happy to be able to welcome the return to the courts of the former Wimbledon champion Andre Agassi as the Lavazza Global Ambassador.”



Over the years, many champions and experts have collaborated with Lavazza to become Ambassador, including Pat Cash and Goran Ivanišević to Caroline Wozniacki and Thanasi Kokkinakis. The 2017 event is no less prestigious, as the great Andre Agassi represents Lavazza as Global Ambassador for the four Grand Slam tournaments, becoming the face of all the brand's activities in the tennis world.



Agassi won 60 titles in the ATP world Tour, including eight Grand Slam titles won in the singles, and six number 1 world rankings: he is a perfect partner for Lavazza which, as one of the top coffee roasters on the international scene, brings Italian excellence to more than 90 countries around the world, with a rich heritage of innovation and quality. A “lover of good coffee” Agassi says: “The first thing I do in the morning is drink a cup of black coffee, which gives me a good start to the day. The passion I have always had for coffee, which I wrote about in my autobiography, explains why it is completely natural for me to work with Lavazza, a company that has been at the forefront of the industry right from the start. Lavazza not only invented the concept of blending over 120 years ago, it also works with passion to create authentic Italian coffee in the best quality, which I have known and appreciated for decades.”



To further consolidate the global commitment of Lavazza to the world of tennis, for the second consecutive year, the company will be the only brand in the Food &Beverage sector to be a partner in all four Grand Slam tournaments, serving coffee to over 3 million tennis enthusiasts not only at Wimbledon, but also at the prestigious Roland Garros, US Open and Australian Open tournaments.