Lavazza is celebrating its 10th anniversary as the official coffee partner of The Wimbledon Championships amidst the tournament’s much-anticipated return.
The 10-year partnership reaffirms Lavazza’s long-standing commitment to sport and to the UK market, as well as its dedication to serving premium, authentic coffee experiences to consumers. To mark the Group’s dedication to the world of professional tennis, Lavazza has also become the Platinum Partner of the NITTO ATP Final 2021-2025 and renewed partnerships with Roland Garros and Lavazza Tennis Ambassadors.
This year, The Wimbledon Championships between 28 June – 11 July, 2021 is being held under reduced capacity in accordance with UK social distancing guidelines.
Across the two-week tournament, 100 expertly trained baristas are set to serve tennis fans authentic Italian coffee from 60 service points within the venue.
“Lavazza and tennis are the perfect match”, says Pietro Mazzà, regional director UK & Nordics and general manager Lavazza UK: “We are proud to have reached this landmark partnership milestone with Wimbledon, sharing quality, authentic Italian coffee with its visitors and world-class players. The 10th anniversary is testament to our ongoing commitment to tennis and to the UK market. We are pleased to announce the renewal of the partnership, allowing us to deliver our premium coffee experience to tennis fan for years to come.”
Partnerships
This year, Lavazza has also announced partnerships with three world-renowned tennis professionals during The Wimbledon Championships: Johanna Konta, Karen Khachanov and a new ambassador for 2021, Jannik Sinner
Returning ambassador Johanna Konta is a British tennis star who has won four singles titles on the WTA Tour, as well as 11 singles and four doubles titles on the ITF Women’s Circuit. Joining Konta for the first year as a Lavazza ambassador, Italian tennis player Jannik Sinner (no.18 ATP ranking) has won two ATP titles and became the youngest ATP titleholder since 2008 by winning the 2020 Sofia Open. At the 2020 French Open, Sinner also became the youngest quarter finalist in the men’s singles event since Novak Djokovic in 2006. Russian tennis star, Karen Khachanov also joins the ambassadors. Khachanov, currently ranked 29th, has won four ATP singles titles, including the 2018 Paris Masters. His highest singles ranking was world No. 8 in 2019, after reaching the quarterfinals of the 2019 French Open.
Product innovation
Lavazza will be relaunching its popular ¡Tierra! retail range as well as the La Reserva de ¡Tierra! food service range during Wimbledon 2021. La Reserva de ¡Tierra! India, Colombia, Selection and Alteco Dek will be available to coffee lovers from all Lavazza serving points onsite. Synonymous with excellence and sustainability throughout the whole supply chain, every blend within Lavazza’s La Reserva de ¡Tierra! range is certified by the Rainforest Alliance and contain coffees from communities involved in social responsibility projects – promoted and managed by The Lavazza Foundation – which are then carefully selected and gently roasted. Better still, for the first time, consumers will also be able to sample Lavazza’s ‘Cookie Cup’, for a delicious, zero waste taste experience.
In addition to La Reserva de ¡Tierra, Lavazza will also be unveiling its latest A Modo Mio coffee machine innovation – Lavazza A Modo Mio Voicy – the first coffee machine to be equipped with built-in Amazon Alexa technology. From lungo to ristretto, Voicy can serve up customised coffee moments at the perfect temperature, via a simple command: “Alexa, make me a coffee”. Ideal for the tech savvy, the Lavazza A Modo Mio Voicy works with both the Alexa and Piacere Lavazza apps to monitor capsule stock, place new orders, record daily coffee consumption and can even offer top tips on how to use the coffee maker and descale it. Moreover, personalised espresso preferences can be saved within the Piacere Lavazza app so they can be recreated on command for family and friends, with ease. As well as ordering coffee, the Lavazza A Modo Mio Voicy can make and receive calls, send messages to and from compatible Echo devices, play music from Amazon Music, Spotify and Deezer (with Multi Room Music support), and control compatible Smart Home devices, such as compatible Echo devices.
