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Italian coffee brand Lavazza has made its first entry into Premier League sponsorship, after striking new deals with two of the league’s biggest clubs.

Napoli has become one of the first clubs in Italy’s Serie A to make use of the new space available for sponsors on the rear of club shirts, in its deal this month with Italian coffee maker Caffè Kimbo.

Trek Factory Racing's search for a co-title sponsor was “far more challenging than [the team] had anticipated” but the organisation believes its three-year agreement with coffee brand Segafredo Zanetti will take it to the next competitive level.

French hotel group Accor last month signed a three-year deal with the French Federation of Tennis (FFT) from 2015 to 2017 to become an Official Supplier of the French Open. 

Italian coffee brand Lavazza wants to develop its association with tradition and national heritage by expanding its presence at the tennis Grand Slams.

Tea and coffee products manufacturer Instacup has agreed a deal to sponsor this year’s edition of the European Games multi-sport event in Minsk, Belarus.

Formula One motor racing team McLaren has signed its second new sponsor in the space of a week after agreeing a multi-year deal with drinks brand Huski Chocolate

Coca-Cola Japan and Japanese food company Ajinomoto have expanded their sponsorships of the Tokyo 2020 Olympic and Paralympic Games to include a newly-added business category around coffee products

Italian Serie A football club Lazio has signed a sponsorship deal with coffee brand Caffè Mamanero.