Jannik Sinner likes coffee. Like any good Italian. He himself openly admitted it. And people want to drink their idol’s coffee. Lavazza was the first major sponsor that believed in a young tennis player who was then number 140 in the world. Sinner, now at the top 6 years later, restores the confidence. Together until 2030. Circumstance similar to that of Nadal with Kia.
There are still cases in sport in which the emotional bond is the protagonist. Nadal with Kia is a great example. Money rules, that’s clear. More than 30 million euros are contributed in total to Sinner by its sponsors. And there are probably other agreements that will bring you greater benefit. But being with people who believed from the beginning provides added value. Trust. Tranquillity. Security. Like being at home.
“For me, Lavazza is not only an extraordinary partner, but, above all, a family. They have supported me since the beginning of my career, and that has a special value for me,” says the tennis player.
“Over time, our bond has strengthened naturally, sustained by trust, respect and shared values. I am, above all, grateful for the human relationship that unites us,” he adds.
His television advertisement for this brand in Italy is one of the most famous. Simulates the actual filming of the advertisement. And Sinner wants to do endless takes to perfect. As happens on the track. It is that search for perfection that led him to be the Italian number 1. To compete for world dominance with Carlos Alcaraz. Fight for two.
Now he seeks to repeat the “Master” crown in Turin, in the ATP Finals. Defend title. But, as in the ad, he only thinks about improving.
“We want to go as far as possible in the sense of playing in the right way at all times, of being tactically perfect against everyone,” he said on the center court of the Inalpi Arena, before an Italian audience devoted to their idol.
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From the other side of this coin, the execution is perhaps somewhat more simplistic. But not random, of course. Sometimes the bet pays more than expected. Everything in red. Lavazza noticed the talent of a lanky young man from San Candido when no one else did. Before Gucci. Before Rolex. Before Alfa Romeo. Before the rest of his sponsors.
That is also business strategy. That is also a key vision of the future to expand boundaries, to gain life insurance in the company.
Now the company travels hand in hand with Sinner. He is in the biggest tournaments. People want Sinner’s coffee. In fact, the Italian coffee is a sponsor of the ATP Finals in which Sinner defends his title. It is a closed circle. They bet on the Italian. And Sinner maintains his confidence when he is the biggest attraction in the world of tennis along with Alcaraz.
“We are delighted to renew with Jannik. We believed in him from the beginning, when his talent was still a promise. Today, seeing him at the top of the tennis world fills us with pride and confirms the strength of a vision for the future. He is part of our family,” commented Giuseppe Lavazza, president of the business group, after the renewal of the agreement.
Although money rules, there are still contracts that are almost signed without looking. For trust. In the long term. On a loose leg. And Sinner has a place at his table for those who supported him. From day one until it was number one.
With information from EFE
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