TURIN, Italy – Turin is transformed for the second year into the capital of international tennis by the Nitto ATP Finals: Lavazza is supporting the event once again this year and will remain Platinum Partner for the next three years until 2025, alongside national and local organizations and institutions.
Lavazza has special deep-rooted ties with the world of professional tennis, while playing an active role in the city and for the city, where the company was founded back in 1895 and still has its headquarters.
Lavazza’s marriage with this sport began more than ten years ago in the temple of tennis – Wimbledon – and now includes all the Grand Slam tournaments, achieving some extraordinary results in this period: every year Lavazza reaches an audience of upwards of three million people, offering tennis fans an amazing taste experience by serving more than 10 million cups of coffee over the years.
“We’re proud to be at the ATP Finals again this year and have collaborated from the outset with the authorities and the other stakeholders to organize the event, while carrying on from where we left off last year, we’ve worked to enrich the event with direct initiatives in the city that add value to the visitor experience.
Turin will benefit from the visibility generated by this great event and our aim is to continue to bring alive the culture of real Italian espresso coffee for tennis fans. A perfect marriage” – said Marco Lavazza, Lavazza Group Vice President and member of the Nitto ATP Finals Honours Committee.
Espressoland during the Nitto ATP Finals week
During Nitto ATP Finals week, in the Fan Village next to the Pala Alpitour, Lavazza presents Espressoland, a recreational area offering an immersive experience to discover the rules of real Italian espresso coffee. The interactive, dynamic game uses the metaphor of tennis to explain the rules of real Italian espresso in six steps.
A digital version of the game is also available on the website https://espressoland.concorsi.lavazza.it/. With Espressoland, Lavazza aims to transform every tennis fan into a fan of real Italian espresso.
Espressoland offers an entertainment and analysis path that interactively reveals the secrets to tasting perfect coffeehouse-quality espresso at home, thanks to the Lavazza A Modo Mio system and Barista Technology.
And who other than tennis champion and Lavazza Ambassador Jannik Sinner could be Espressoland’s “number one fan”? With a story told in a mixture of photos and videos, the champion invites his fans to enjoy the Espressoland experience.
This year, with Espressoland in the Nitto ATP Finals Fan Village and through digital activation, we want to encourage tennis fans, but also the curious and coffee lovers, to learn the basics for enjoying real Italian espresso at home.
Espressoland also offers visitors the chance to get a first taste of espresso made with the new Lavazza A Modo Mio Tiny Eco1, the first Lavazza coffee machine partly made with recycled plastic and ¡Tierra! Bio-Organic compostable capsules2, a combination of sustainable products and an example of Lavazza’s ongoing research to innovate in a sustainable way.
A number of years ago, Lavazza embarked on an innovation path that aims to leverage research and development into new technologies and tools to drive the continuous improvement and optimization of all its products, in terms of sustainability, quality, safety and excellence.
Sustainability comes into play
Within the framework of Lavazza Group’s innovation policy, environmental sustainability plays a fundamental role in guiding the development of processes and products that reduce environmental impact and produce long-term positive effects in line with the Sustainable Development Goals of the UN, and in particular Goal 12 – Responsible consumption and production – and Goal 13 – Climate action.
A study on circularity levels carried out by GSI1 in partnership with Scuola Superiore Sant’Anna in Pisa using the CircolUP method3 confirms the virtuous approach adopted by Lavazza, which has embarked on a development path based on good awareness of the role played by the circular economy in its organization and as a lever for environmentally friendly economic development.
The study demonstrates how medium-term strategy and vision are developed with the involvement of a network of ongoing partnerships that contribute to the identification of innovative solutions.
The partnership with the Nitto ATP Finals is no exception and further testifies to Lavazza’s commitment to putting the principles of the circular economy into practice. To mark the Turin event, the company has set up a tennis court in La Centrale Nuvola Lavazza made from coffee sent for disposal.
The material used for the court will subsequently be recovered and recycled thanks to the collaboration with Spazio Meta, a Milan-based start-up with a mission to limit waste by providing incentives for creative recycling.
The tennis court made from waste coffee will also be the focus of a charity initiative organized by the Lavazza Foundation, in partnership with the Nitto ATP Finals and FIT, to raise funds for Save the Children, the international organization that has been working for over a century to save children at risk and give them a future.
As part of the project, last November 10 at the Dinner Show held in La Centrale Nuvola Lavazza, the players in the Nitto ATP Finals each signed a section of the court; these signed lots will be sold at auction from November 14 to 30 on the CharityStars platform (link to campaign: www.charitystars.com/lavazzaxsavethechildren).
Thanks to the Lavazza Foundation’s over twenty-year partnership with Save The Children, the proceeds will go to the Organization’s “Digital Connections” project.
The company will focus its efforts on supporting students at schools in Turin’s Aurora district, where Lavazza Group has had its headquarters since 2018.