Lavazza signs up as official coffee of Wimbledon

Lavazza, the Italian coffee brand, has been named as the official coffee of the Wimbledon Championships, in a three-year deal.

Lavazza: signs to become the official coffee for Wimbledon
Lavazza: signs to become the official coffee for Wimbledon

Lavazza will be served across 60 service points, including 13 public cafes and restaurants, in the All England Lawn Tennis and Croquet Club, which houses the annual Wimbledon tournament.

The partnership will be supported by a print and outdoor advertising campaign, including in-store and sampling promotions in the UK.

In addition, Lavazza will launch a print, outdoor and online ad campaign across Europe.

Luca Piccini, managing director, Lavazza UK, said: "This is a major initiative for us. Apart from serving hundreds of thousands of coffees during the tournament, we expect to see a spike in sales across our food service outlets. This is a great opportunity to demonstrate Lavazza’s strength in the away-from-home market. 

"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. 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."

This year marks the 20th anniversary of the Lavazza Calendar, which has featured work by photographers Annie Leibovitz and David LaChapelle.