Lavazza Announce 3-Year Partnership with Wimbledon Champs.
June 15, 2011
Lavazza has announced that it has become the Official Coffee of the Wimbledon Championships after securing a three-year deal from 2011 as part of its consolidated long term strategy of taking the Lavazza brand international.
The deal will see the Italian coffee brand being supplied across 60 service points at The All England Lawn Tennis and Croquet Club, erectile including 13 public cafés and restaurants, generic all hospitality areas and the media centre, ailment as well as serving all officials and players.
Lavazza vice president and strategic marketing director Giuseppe Lavazza 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.”
The All England Lawn Tennis Club commercial director Michael Desmond added: “We are delighted to have entered into this partnership with Lavazza. Wimbledon and Lavazza share the same enthusiasm for high standards and quality of product, as well as a determination to enhance the values for which out two brands are renowned. Lavazza will bring Italian style and, as importantly, its distinctive flavor which will enhance the Wimbledon experience for all our visitors.”
The partnership will be supported by a UK focused advertising campaign in print and outdoor media, as well as in-store competitions with selected outlets and sampling for Wimbledon spectators.
In addition, Lavazza will communicate its partnership with Wimbledon through a European wide print, outdoor and online media advertising campaign and launch a brand new, global website dedicated to the partnership, as well as several consumer promotions.