Today, Lavazza announced details of a new global collaboration featuring tennis legend Andre Agassi. The partnership positions Agassi as Lavazza’s spokesperson for the world of tennis, and officially kicks off this evening at the US Open with a special event and promotion for spectators, along with teasers taking place in the morning around New York City. The 120-year-old authentic Italian family company based in Turin has been active in the world of tennis for many years, and in 2015 became the only food and beverage brand to partner with all four Grand Slams around the world.
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An innovative coffee company, Lavazza searched for a partner that shared its pursuit of excellence in everything it does, and found just that in Andre Agassi. Agassi is undoubtedly one of the greatest champions of all time, with an impressive track record of winning 60 ATP titles, 8 Grand Slam tournaments, and having the honor of being world number one six times, an Olympic gold medal and is one of the only athletes to have a Golden Slam (four Grand Slams and a Gold medal).
Vice Chairman, Marco Lavazza, states, “Lavazza is proud to unveil our new global partnership with one of history’s greatest athletes, Andre Agassi, and kicking it off with the ‘I’m Back’ campaign at the US Open.” He added, “We began communicating the company’s passion for tennis over six years ago at Wimbledon, and tournaments quickly became one of our core strategic platforms from which to communicate our heritage, values and products. Indeed, investing in the sport makes strategic sense for Lavazza: our target customer profile fits perfectly with that of a tennis fan, and beyond that, presence at key tournaments and the four Grand Slams gives us an opportunity to further showcase our quality products in key countries for the company.”
Andre Agassi commented, “In my autobiography I write about my life-long love for coffee, so it is a natural fit for me to be partnering with Lavazza, a company that has been at the forefront of the industry from day one. Lavazza not only invented the coffee blend more than 120 years ago, but also works with passion to make the best quality and authentic Italian coffee I have known and loved for decades.”
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With the new partnership, tennis fans around the world will be engaged via onsite events, promotions and personal appearances at the Grand Slams: the Australian Open (Melbourne), Roland Garros (Paris), Wimbledon(London) and US Open (New York), and at other select regional tournaments where Lavazza is present including the BNP Paribas Open (Indian Wells), the Mercedes Cup (Stuttgart), and the Rogers Cup (Toronto).