Lavazza, the Italian coffee brand celebrating its 120th anniversary this year, its to increase its presence in France by sponsoring one of the biggest sporting events of the nation.
It is to become the official sponsor of the French Open tennis tournament, which takes place each year at Roland Garros, Paris. The contract will run for three years.
Lavazza is not at all new to the world of tennis, however: it has been an official partner of Wimbledon since 2011, the US Open since February, and a number of other major competitions on the professional circuit.
The coffee company, which generated a turnover of €1.3 billion, achieves about half its revenue outside of Italy, and has said it wishes to increase this to circa 70 per cent.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.
