Binaghi: "We extend the winning partnership of the ATP Finals in Turin to Rome"

The Italian Federation Tennis and Padel and Lavazza made the extension of their collaboration official this morning by becoming official coffee, bringing to the Rome Internationals the same winning formula that worked at Turin with the ATP Finals. A presentation breakfast at the Foro Italico, a video with behind-the-scenes gags of the spot con Jannik Sinner protagonist for the ‘A Modo Mio’ line, and three voices to outline ambitious objectives: Angelo Binaghi president of Fitp, Marco Lavazza vice president of Lavazza and Marco Barbieri marketing director of the Turin company.

“This is not the creation of a new partnership, but it is the extension of a great winning partnership that we created in Turin. We are very happy with this partnership. I am here to welcome the Lavazza family”. This is how President Binaghi opened the morning by speaking about a new step in the commercial growth of the tournament:

The relationship with Lavazza

Then the self-irony: “I don’t drink coffee. But the few times I drink it, I drink the right one. For this reason my words should be worth more.” Jokes aside, Binaghi underlined the timing of the operation: “I believe that it is the right moment, or rather, theperfect timing and they suggested it very well. Since they brought luck with the ATP Finalsfor us it is a great occasion that in the fiftieth anniversary of thelast victory in men’s singles by an Italian Lavazza is at our side as we try to achieve one of the three great objectives that we set ourselves in this edition of the Internazionali d’Italia.”

The objectives of the internationals

The reference is clear: exactly half a century since the last Italian victory in the men’s singles in Rome in 1976 with Adriano Panatta, and the hope that Sinner may he be the right man at the right time. But Binaghi also set two other concrete goals, those on which Fitp and Lavazza can work together: “That of exceeding 400,000 paying attendances and increasing the economic impact on the territory by over a billion euros. I believe that together we can do a lot and I believe that these are two objectives that are valid both for us and for the Lavazza family”.

The long-term strategy

For its part, Marco Lavazza, vice president of the companyconfirmed a long-term strategy in tennis: “We manage to insert another piece into the world of tennis which is that of Rome, where we are today. I am very happy, very proud to be here because Rome represents an incredible stop for what is the tennis year, they have done incredible work to make it more and more beautiful and I must say that they succeeded.”

The personal grand slam

Lavazza spoke about “complete the personal Grand Slam” of the company: “We have been involved in the world of tennis for 15 years now and therefore having included Rome is a feather in our cap to complete our personal Grand Slam. But let’s also say that we have renewed both Wimbledon and Roland Garros and the ATP until 2030. So we remain in the world of tennis on a permanent basis and with long-term investments because we believe in this world.”

With Jannik Sinner until 2030

And then there’s Sinner, of course. The number one in the world, ItalianLavazza brand ambassador with a contract renewed until 2030. Marco Lavazza explained the choice: “Moreover we had the extreme luck of being able to find an Italian boy who has values ​​very similar to ours, who has central value is the cult of the familyexactly as we have it internally in the Lavazza Group and therefore it is a community of values, a community of factors that we are carrying forward and that is absolutely incredible.”

The sample values

On Sinner, Lavazza added: “He brings the seriousness of his workwhich is another of the things we have in common. He brings the fact of being a convinced Italian, despite someone perhaps criticizing this too, I think unfairly, as we are. He is a standard bearer of Italianness exactly like we are. We have renewed the partnership with him until 2030 and we are very proud of this too and I must say that he brings a series of values ​​such as normality in a world of sport. Let’s say that normally it also led us to see many excesses. He doesn’t have these excesses and therefore he has another of the things that objectively makes a company that wants to try to work with him, for example, very happy.”

The commercial strategy

Marco Barbieri, Lavazza’s Italian marketing director, illustrated the commercial strategy linked to the Internationals: a mix inspired by the city of Rome, the A Modo Mio system protagonist in a dedicated booth where consumers will be able to discover the domestic proprietary system, and an extensive advertising campaign with Sinner which will be broadcast on TV, social media and cinema. “The spot with Sinner is part of a campaign much broader which has the aim of transferring the concept of excellence embodied by our brand ambassador Jannik Sinner and distinguishes the entire system of capsules plus A Modo Mio machine,” explained Barbieri. “The objective is to transfer the values ​​that are similar to the A Modo Mio system and the originality that is a characteristic of Jannik’s personality and of the multiplicity of Lavazza blends”.