Coffee brand Lavazza has become an official supplier of the French Open tennis tournament, the Italian company serves up three-year Roland Garros deal and adds the event to its existing partnerships. Lavazza has been an official supplier of Wimbledon since 2011 and of the US Open since February. It also supplies a number of other élite tennis events around the world: the BNP Paribas Open in Indian Wells (held in March in the United States) and the Rogers Cup in Canada. The new three-year deal will see more than 370 Lavazza coffee machines installed around the Roland Garros site in Paris, while the brand will also stage product tastings and other on-site promotional events throughout the two-week tournament.
The world’s seventh largest coffee company, Lavazza currently generates a yearly turnover of Eur 1.3 billion, with around half coming from outside Italy. The new partnerships with the likes of Roland Garros and the US Open are part of the company’s strategy to grow its overseas sales to around 70 per cent of its total revenue.