Yahoo Sport 
Anyone for tennis? Lavazza are serving up Grand Slam-standard sips
Business and sport. Often a formidable partnership, but as we have seen before the crossover isn’t always without complication.
Trust Lavazza’s relationship with Wimbledon and the All England Club to be as smooth as the coffee they supply.
READ MORE: Live Wimbledon blog
READ MORE: Defending champion Muguruza dumped out of Wimbledon
It can often be difficult to keep up at the tennis, but the company’s managing director David Rogers knows the score.
“Sport and business can be tricky as everyone knows but this relationship fits perfectly,” he told us.
“In 2010, the All England Club recognised they had one of the best sporting facilities on the planet but they also recognised they had a problem on their hands. The quality of the coffee they were offering was receiving many complaints. There’s 60 outlets here, it’s not just a two-week operation.
“Everything at Wimbledon is of a high standard. They were looking for a quality coffee solution. They wanted to upgrade and the partnership really started from that point.
“I absolutely love tennis, in fact I love many sports, so to be a part of one of the biggest events is wonderful.
“We are at the level of official supplier. You won’t find any other coffee at Wimbledon, it’s an exclusivity arrangement.
“It gives us the ability to connect with the exact demographic of consumers that love tennis. It’s a great fit – the people who love tennis, love coffee.
“We didn’t just stop at Wimbledon, we then realised tennis as a whole aligned perfectly with the brand.
“After the agreement was signed, we moved quickly on to Roland Garros, the US Open and the Australian Open. Each tournament has a different personality, and that is exactly why we have joined forces with all the Grand Slam events.”
With the big tournaments comes big players. An SW19 legend has come on board. In and around the Championships, you can’t miss his face.
“Andre Agassi is working closely with us and he has been wonderful,” Rogers added.
“He is an icon here, of course. Like with Lavazza and Wimbledon, it’s a relationship that just works.”
We’ll drink to that.
