Roland Garros: "Grand Slams tournaments create organic opportunities for engagement" (C. Colpo, Lavazza)

"Unlike other sports where the focus is strictly on the match, tennis tournaments, especially Grand Slams, are full-day lifestyle experiences. Spectators spend significant time at the venues, creating organic opportunities for food and beverage engagement, a trend further amplified by the introduction of night sessions," Carlo Colpo, chief marketing officer of Lavazza Group, told News Tank on 5 June 2026.

The Italian coffee brand based in Turin (ITA) has been a supplier to Roland-Garros and the "official coffee" of the Parisian tournament since 2015, under an agreement extended through 2030 on 12 May 2025. Lavazza is also a partner of two other Grand Slam tournaments, Wimbledon (since 2011) and the US Open (since 2015), and served as a sponsor of the Australian Open from 2016 to 2022.

"While we don't have on-court branding at Grand Slams, we hold exclusive coffee rights across over 70 sales points and dedicated bars at Roland-Garros. We engage consumers through premium touchpoints, merchandising, and interactive brand experiences on-site. This is a deliberate strategic choice," he…