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Lavazza adds Australian Open to grand slam set

Italian coffee products manufacturer Lavazza has become the first food and beverages company to partner each of the four tennis grand slams after agreeing a deal with the Australian Open.

Lavazza has been named an official coffee partner of the tournament, adding to its existing relationships with the French Open, Wimbledon and the US Open.

Terms of the deal were not disclosed, but it ties in with the Australian Open’s bid to offer an enhanced food and beverage experience to fans and players alike, with seven new restaurants and 12 private dining rooms having been built.

As part of the agreement, the company’s coffee will be available at more than 30 on-site outlets. Lavazza’s products will also be served at a custom-built coffee café and in corporate hospitality areas and restaurants.

In addition, a dedicated barista will be on hand to serve the athletes in the player café.

“In September we began managing our business in Australia directly through a subsidiary,” Giuseppe Lavazza, vice-president of Lavazza Group, said. “This is a market in which we aim to achieve even higher growth. The Australian Open will represent a special opportunity for our brand to offer the public the ultimate experience of authentic Italian hospitality.”

The Australian Open is the first grand slam on the tennis calendar. The 2016 edition takes place in Melbourne from January 18-31.

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