The coffee company celebrates its 10-year commitment in supporting tennis - two parallel worlds that come together to form a surprising but perfect alliance Lavazza, global Italian coffee company, is pleased to celebrate today, March 4th, the World Tennis Day. Sphairistike or Jeu de Paume, two olden words which refer to the sport we all know as tennis: despite its birth is dated on 1874 by the patent of Major Walter Clapton Wingfield, the history of tennis hides an ancient tradition. To commemorate its great heritage and promote tennis’ great values and culture, in 2013 “Word Tennis Day” was instituted, happening every year the first Monday of March. This year it is a special date for Lavazza: a 10-year anniversary of brand’s commitment and support to the world of tennis. A 10-year marriage harmonically blended in events, projects, and presence directly on the field, where Lavazza had the chance to share its coffee expertise and heritage with more than 3 million people, serving around 1 and an half million coffee at the tournaments. Tradition, passion, dedication, mastery, ritualism, innovation, excellence: these are the most important values and words that Lavazza shares with tennis culture and are at the base of this excellent decennial collaboration. Lavazza and tennis crossed their paths and fell in love in 2011, on occasion of the 125 ° Edition of Wimbledon Tournament. Since then, the coffee company confirmed its mission of spreading coffee Italian culture all over the world, becoming the partner of the world’s most prestigious tennis events and choosing as Official Ambassadors the most well-known tennis players. They all are faces that represents the values of excellence, rejuvenation and premiumness that Lavazza aims to pursue every day, but the brand also wants to be a key reference for a more younger audience, that is why Lavazza’s commitment has been also extended to new tennis talents by sponsoring the Next Gen Atp Finals 2019. Lavazza has indeed recently widened its Brand Ambassadors’ team with the Italian young phenomenon Jannik Sinner, a key personality in the sport marketing strategy and recently winner of his first ATP title, the Australian Alex De Minaur, the German Angelique Kerber and the British Johanna Konta. Finally, to coronate this 10-year anniversary, Lavazza recently announced to be the Platinum Partner of the NITTO ATP Final 2021-2025, which will be held in Turin - the exact city where Luigi Lavazza started his business in 1895, strengthening its commitment to sports and the local territory. Lavazza and tennis: a 10-year perfect blend has been written thus far, but plenty more blank pages await to be filled with passion and excellence!