Under the terms of the agreement, Lavazza will be supplied across 60 service points at the All England Lawn Tennis and Croquet Club (AELTC), including 13 public cafes and restaurants, all corporate hospitality areas and the media centre. Lavazza, which has previously tended to associate with fashion events, did sign up as a supplier for the 1998 FIFA World Cup in France.
Lavazza plans to communicate its partnership of Wimbledon through a Europe-wide print, outdoor and online media advertising campaign, and the company will also launch a new website dedicated to the partnership. This year’s edition of The Championships, the third tennis Grand Slam of the year, starts today.
“We expect to serve well over one million coffees during this year’s tournament and will use this opportunity to demonstrate Lavazza’s strength in the away-from-home market,” said Lavazza UK managing director Luca Piccini.
“As well as being Italy’s favourite coffee, Lavazza is also a firm favourite among Londoners, where it is brand leader with a 14% share of the roasted coffee market in the region,” he added. “The sampling programme will give even more people the opportunity to try Lavazza and to be convinced they want to reproduce the experience at home.”
