Lavazza Returns to Shanghai Rolex Masters, Where Coffee Aroma and Tennis Passion Spark More Resonance

At a Glance (China Coffee Network): Lavazza has returned for the fourth consecutive year as the Shanghai Rolex Masters' official coffee brand sponsor, where the aroma of Italian coffee and the passion of tennis spark more resonance.

As one of the top events in global tennis, the ATP 1000 Shanghai Rolex Masters has just opened in Shanghai, drawing countless tennis fans into the city to witness one peak showdown after another.

The excitement extends beyond the court. The Italian coffee brand Lavazza, with a history of over 130 years, returns to the Shanghai Rolex Masters once again, serving for the fourth consecutive year as the event’s official and exclusive coffee brand honorary sponsor, bringing a crossover of coffee and tennis.

The reporter learned that Lavazza’s bond with tennis was no accident. In 2011, the brand began its collaboration with the Wimbledon Championships. Based on their shared values — self-discipline, aesthetic beauty and outstanding strength, plus the elegant core shared by a perfect serve and a perfect cup of coffee — the brand has deepened its tie with tennis. From the clay of Roland-Garros, to the star-lit US Open; from the ATP Finals in its hometown of Turin, to the vibrant Shanghai Rolex Masters, Lavazza’s connection with tennis has long surpassed the scope of commercial cooperation.

In 2026, “sports × coffee” has long become one of the lifestyle scenes for urban crowds, capturing the instant consumption around sports and the need for sports socializing. Riding the “function + scene” product approach, Lavazza continues to cultivate the sports-coffee track.

On new-product expansion, American coffee keeps strong growth, and drinks that balance flavor with a light burden increasingly fit sports consumers’ needs. Reading market trends, after last year’s HPP apple vitality Americano won praise from sports enthusiasts, Lavazza this year launched two new HPP-series limited specials — the HPP Wuming tangerine Americano and the HPP summer-black grape Americano. The products select directly supplied fresh fruit, rely on HPP high-pressure cold sterilization to lock in the fruit’s native flavor and nutrition to the greatest extent, paired with fresh espresso, balancing the fruit’s sweet-tartness with coffee’s slight bitterness; the low-calorie, light-burden formula is highly suited to the drinking scenes after watching matches and exercise.

In its fourth year of deep involvement, Lavazza has built for consumers a court-side experience covering the full cycle from the warm-up carnival to the main event. During the main-event phase from October 5 to October 18, four Lavazza brand experience spaces were set up inside the venue: the main-plaza store, the food-court store, the central-arena store and the Arena A13 store, fully covering fans’ main spectator routes and letting attending fans experience Italian coffee anytime during breaks.

Within the event period, the brand also launched multiple fan-interaction plays. Consumers buying designated sets receive a new tennis-themed limited merchandise; this time the classic tennis bag was lightly reworked into a mini tennis-bag pendant for easy daily wear, and inside the venue one can also unlock a limited sports drawstring pouch inspired by Sinner’s “little fox” design. “Sports + humanity” — full of creativity.

Yum China’s Chief Customer Officer and Lavazza China’s General Manager Chen Qi said: “From Wimbledon to the Shanghai Masters, Lavazza is no longer merely a sponsor, but a co-builder of the tennis-culture experience. We have always believed that the rich aroma of coffee and the passion of tennis can spark even more resonance.”

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