Lavazza partners with all four tennis Grand Slam tournaments and kicked off the partnership with Agassi at the US Open last night with a special event and promotion for spectators.
Vice chairman, Marco Lavazza, said: “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.
“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.”
With the new partnership, tennis fans around the world will be engaged via onsite events, promotions and personal appearances at the Grand Slams and other select regional tournaments where Lavazza is present.