Jannik Sinner to remain Lavazza ambassador through 2030

“Seeing him at the top of world tennis fills us with pride.”

On the eve of the ATP Finals, Giuseppe Lavazza has no doubts: Jannik Sinner, who speaks of the company as “an Italian excellence recognized worldwide”, “is much more than a brand ambassador — he’s part of our family,” says the group’s president, CE Report quotes ANSA.

With the ATP Finals about to begin in Turin and the champion already in the city, Lavazza announces that Sinner will remain a brand ambassador for many years to come.

“We’re thrilled,” he says, “to renew our partnership with Jannik until 2030. We believed in him from the very beginning, when his talent was still just a promise.”

Indeed, it was 2019 when the company chose him — at just 18 years old and ranked 140th in the ATP standings. Since then, his journey has included his participation and victory at the ATP Next Gen Finals in Milan (2019), followed by historic triumphs in Grand Slam tournaments and at the Nitto ATP Finals (of which Lavazza is a Platinum Partner), culminating in his reaching the number one spot in the ATP world ranking.

“He’s much more than a brand ambassador: he’s part of our family,” emphasizes Giuseppe Lavazza.

“This collaboration,” adds Marco Lavazza, the group’s vice president, “has created significant added value — not only in terms of visibility, but also in emotional connection. Our relationship with Jannik has grown and evolved over time, becoming a symbol of our presence in the tennis world and major international tournaments. It’s proof that an authentic partnership can strengthen a brand’s identity and its bond with the public.”

The champion returns the affection:

“For me, Lavazza is not just an extraordinary partner, but above all, a family,” says Jannik Sinner. “They have supported me since the very beginning of my journey, and that means a lot to me. Over time, our relationship has strengthened naturally, built on trust, respect, and shared values. I’m proud to represent an Italian excellence like Lavazza around the world, but above all, I’m grateful for the authentic human relationship that unites us.”