Lavazza becomes the Official Coffee at Wimbledon

Italian espresso coffee specialist **Lavazza **has been named as the Official Coffee of the Wimbledon Championships, which attracts up to 500,000 spectators each year.

Under the three-year deal, which kicks off in 2011, Lavazza coffee will be served across 60 service points at the All England Lawn Tennis and Croquet Club

“This is a major initiative for us â€" apart from serving hundreds of thousands of coffees during the tournament, we expect to see a spike in sales across our food service outlets,” said Luca Piccini, managing director of Lavazza UK.

The partnership will be supported by a print and outdoor ad campaign in the UK and Europe, in-store competitions in the UK and a new global website.

Lavazza vice president and strategic marketing director Guiseppe Lavazza said the coffee company and Wimbledon shared common values such as ‘heritage, tradition, authenticity and an excellent experience’.