Lavazza is stepping up its global sports positioning strategy, reinforcing its long-standing association with international tennis through a series of high-profile initiatives and renewed partnerships.
The Turin-based coffee group has debuted as Official Coffee at the Internazionali BNL d’Italia 2026, while simultaneously announcing the extension of its partnerships through 2030 with Jannik Sinner and some of the most prestigious tournaments on the circuit, including Wimbledon, Roland-Garros, and the Nitto ATP Finals. The entry into the Rome tournament, held at the Foro Italico through May 17, marks a strategic milestone in the brand’s expansion, aimed at strengthening the link between Italian excellence and major global sporting events.
Marco Lavazza, Vice Chairman of the group, described tennis as “a winning and excellent pairing,” underlining that long-term agreements reflect “a forward-looking strategic vision of sponsorships.”
A GLOBAL PRESENCE BUILT OVER 15 YEARS
Lavazza’s relationship with tennis dates back to 2011, when it debuted at Wimbledon. Since then, the brand has steadily expanded its footprint: entering Roland-Garros and the US Open tournaments in 2015, launching its partnership with the Nitto ATP Finals in Turin in 2021, and further strengthening its global network with the Rolex Shanghai Masters in 2023 and the Mutua Madrid Open in 2024.
This expansion has enabled Lavazza to establish a presence across four continents, consolidating its international positioning. The scale of investment is reflected in the numbers: more than 15 million coffees served over 15 years and 25 million spectators engaged across major tournaments.
ROME AS A STRATEGIC HUB FOR EXPERIENTIAL MARKETING
The Italian Open also serves as a platform for experiential marketing. At the Foro Italico, Lavazza has created the “Home of Masters,” an immersive space designed for fans and consumers, featuring engagement activities, gaming, and lead generation via the MyLavazza platform.
Key initiatives include the launch of limited-edition cups designed by Jannik Sinner, the distribution of Lavazza A Modo Mio sample kits, and the “Excellence Takes the Court” competition, offering tennis-related prizes. These are complemented by the “Nothing Beats the Original” campaign, again featuring Sinner, while digital creators amplify the storytelling to boost visibility and audience interaction.
REGIONAL FOCUS AND OUT-OF-HOME CHANNEL
Italy’s Centre-South region is emerging as a strategic growth area for the group. During the tournament, Lavazza has activated a widespread presence spanning the Foro Italico, central Rome, and high-traffic hubs such as Fiumicino Airport, with a total of 33 consumption points including bars, cafés, and sports clubs.
Over the course of the event, the company expects to serve more than 200,000 cups of coffee, underscoring the central role of the out-of-home channel in brand development.
PRODUCT OFFERING AND BRAND STORYTELLING
At the heart of the activation is the “Tales of Italy” collection, developed for the Horeca channel and designed to reinterpret the tradition of Italian espresso in a contemporary way.
Within this framework, the Trastevere blend—dedicated to Rome—serves as the event’s hero product, alongside Riviera di Chiaia, inspired by Naples. The offering spans from classic preparations to new coffee-based aperitif recipes, delivering an experiential narrative that blends tradition with innovation.
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