Lavazza, one of the world’s largest coffee manufacturers, has renewed its sponsorship agreement with the Mutua Madrid Open for a further five years, consolidating its presence at the most prestigious tennis tournaments on the pro tour. The fruitful relationship will strengthen the brand’s connection with the tennis world, a relationship based on the values they share; a passion for excellence, tradition and innovation.
The renewal of the agreement represents part of Lavazza’s global strategy in association with tennis, one of the brand’s main strategic platforms.
“We’re proud to bolster our commitment to tennis by extending our sponsorship agreement with the Mutua Madrid Open by a further five years”, explained Toni Salort, Iberia Marketing Manager at Lavazza.
On behalf of the Mutua Madrid Open, its CEO Gerard Tsobanian also spoke of his satisfaction at the agreement.
“We’re so happy to extend our alliance with Lavazza for at least five years. This connection is great news for both parties, as well as for the fans who come to the Caja Magica for the Mutua Madrid Open”.
Lavazza’s relationship with tennis began at Wimbledon in 2011, before expanding to include the French and US Opens in 2015. Since 2021, Lavazza has been a Platinum Partner of the Nitto ATP Finals in its home city of Turin. More recently, the brand became the Prestige Sponsor of the Rolex Shanghai Masters in 2023, while Madrid became the final event in its portfolio in 2024.
Sports sponsorship plays a key role in the group’s international growth, showcasing the high quality of its products and services. Through tennis platforms, the brand interacts with 3 million people every year, with 1.3 million coffees served annually, and a total of 10 million over the years.
The reinforcement of the relationship with the Mutua Madrid Open underlines the strategic importance of Spain for Lavazza. With a growing fanbase in Spain, driven by its prestigious figures and tournaments, this association provides the brand with a privileged position to continue growing in Spain.
Much more than coffee in Madrid
During this year’s Mutua Madrid Open, which takes place from 21 April to 4 May 2025, Lavazza will offer spectators an unforgettable taste experience. The brand will offer everyone who visits the tournament its recent Tales of Italy range and its star product, Canal Grande, which can be tried at the various points of sale around the venue.
Moreover, a Lavazza Boutique will be installed with exclusive activities, such as the chance to lift a replica of the tournament’s trophy and to personalise a cappuccino with a signature printed with edible coffee ink.
The brand’s visibility will be bolstered by presence on court and the big screen, promotions on the tournament’s digital channels and a takeaway cup design with the Mutua Madrid Open logo. A special merchandising set will also be launched with two cappuccino cups with the same design as the mugs at the event.
