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World Tennis Day 2021: Lavazza & tennis ‘10° wedding anniversary’
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Monday, 08 March, 2021, 08 : 00 AM [IST]
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Turin, Italy
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Lavazza recently celebrated World Tennis Day. Sphairistike or Jeu de Paume, two olden words which refer to the sport we all know as tennis: despite its birth dated on 1874 by the patent of Major Walter Clapton Wingfield, the history of tennis hides an ancient tradition. To commemorate its great heritage and promote tennis’ great values and culture, in 2013 Word Tennis Day was instituted, which takes place every year on the first Monday of March.
This year was special as it is the 10 year anniversary of brand’s commitment and support to the world of tennis. A 10 year marriage harmonically blended in events, projects, and presence directly on the field, where the brand had the chance to share its coffee expertise and heritage with more than three million people, serving around one and an half million cups of coffee at the tournaments.
Tradition, passion, dedication, mastery, ritualism, innovation, excellence: these are the most important values and words that the brand shares with tennis culture and are at the base of this excellent decennial collaboration.
The brand and tennis crossed their paths and fell in love in 2011, in occasion of the 125° edition of Wimbledon Tournament. Since then, the coffee company confirmed its mission of spreading coffee Italian culture all over the world, becoming the partner of the world’s most prestigious tennis events and choosing as Official Ambassadors the most well-known tennis players.
They all are faces that represents the values of excellence, rejuvenation and premiumness that the brand aims to pursue every day. The brand also wants to be a key reference for a more younger audience, that is why its commitment has been also extended to new tennis talents by sponsoring the Next Gen Atp Finals 2019. The brand has indeed recently widened its Ambassadors team with the Italian young phenomenon Jannik Sinner, a key personality in the sport marketing strategy and recently winner of his first ATP title, the Australian Alex De Minaur, the German Angelique Kerber and the British Johanna Konta.
Finally, to coronate this 10-year anniversary, the brand recently announced to be the Platinum Partner of the NITTO ATP Final 2021-2025, which will be held in Turin - the exact city where Luigi Lavazza started his business in 1895, strengthening its commitment to sports and the local territory.
Lavazza and Tennis: a 10-year perfect blend has been written thus far but plenty more blank pages await to be filled with passion and excellence.
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