Lavazza is coffee of Wimbledon

Lavazza Coffee is the official coffee of the Wimbledon Championship for three years from 2011.

The All England Tennis and Croquet Club announced the news today.

Lavazza will be served at 60 points over the All England Tennis and Croqeut Club, which includes 13 public cafés and restaurants, all hospitality areas and the media centre, as well as serving players and officials.

The partnership will be supported by a UK focused advertising campaign in print and outdoor media, as well as in-store competitions with selected outlets and sampling for Wimbledon spectators. There will also be a European campaign and several consumer promotions.

"We decided to become a partner because tennis, and Wimbledon's values, are so consistent with Lavazza's — amongst them heritage, tradition, authenticity and an excellent experience," said vice president and strategic marketing director Giuseppe Lavazza.

"In Italy, Lavazza is as iconic in terms of coffee as Wimbledon is for tennis in the UK. Coffee is very much part of the social fabric of life and Wimbledon is a major social occasion, as well as a world class tennis event."

Michael Desmond, commercial director of The All England Lawn Tennis Club said: "Wimbledon and Lavazza share the same enthusiasm for high standards and quality of product, as well as a determination to enhance the values for which out two brands are renowned. Lavazza will bring Italian style and, as importantly, its distinctive flavour which will enhance the Wimbledon experience for all our visitors."