For the third year running, Lavazza will be the French Open’s Official Partner, bringing Italian excellence to the clay courts
For the third year running, Lavazza — Italy’s leading company in the coffee market and among the world’s most important roasters — will be the Official Partner of Roland Garros, the French Open which, from 28 May to 11 June, will catch the eye of more than 400,000 spectators from all over the world.
The company is marking yet another step on the journey undertaken in great tennis where, since 2015, it is the world’s only food & beverage brand to partner all four Grand Slam tournaments. Once again, the excellent Lavazza coffee experience will be a star feature in the prestigious sporting and social occasion in Paris, which will see the best tennis professionals competing.
“Lavazza is proud to again partner Roland Garros this year, because it allows the company to continue its successful journey in the tennis world. This journey started with Wimbledon in 2011 and brings us into contact with millions of consumers in markets that have great strategic importance for us,” stated Giuseppe Lavazza, Group Vice-Chairman. “Tradition, excellence and passion: these are the values that continue to drive this partnership and will allow us to create in Paris as well, in-between matches, a social network bound by the quality and aroma of our coffee products”.
Lavazza coffee will be available at the tournament’s strategic points with more than 400 coffee machines installed to add flavor to spectator excitement, thus highlighting how tennis and coffee are a “perfect doubles pair”. All Roland Garros tennis lovers will therefore be able to follow live, at any time of the day, the yellow ball’s bounces whilst enjoying a delicious Lavazza espresso at the pace of the French Open!
In addition, on 2 June, the special guest in Lavazza’s hospitality area at Roland Garros will be the company’s brand ambassador Andre Agassi, one of the greatest champions of all time and Novak Djokovic’s new “super-coach”.
Andre Agassi was chosen by Lavazza as company Ambassador starting with the 2016 US Open: just as Agassi changed the rules of the game of tennis, so the company’s founder Luigi Lavazza revolutionized the coffee industry, inventing, more than 120 years ago, the concept of the blend, namely the art of combining different coffee varieties and geographical origins.
Moreover, Lavazza has always paid great attention to the economic, human, environmental and cultural assets of the countries it operates in. Over the years — also thanks to the Lavazza Foundation established in 2004 — this attention was transformed into concrete actions in favour of coffee growing countries, and strong support for organizations focusing on social issues. In the same way, Andre Agassi shares ethical values and a passion for social issues and youth education, particularly through his “Andre Agassi Foundation for Education.”