Giuseppe Lavazza, vice president and strategic marketing director, said, “We decided to become a partner because tennis, and Wimbledon’s values, are so consistent with Lavazza’s – amongst them heritage, tradition, authenticity and an excellent experience. In Italy, Lavazza is as iconic in terms of coffee as Wimbledon is for tennis in the UK. Coffee is very much part of the social fabric of life and Wimbledon is a major social occasion, as well as a world class tennis event.”