The perfect ‘match’ for tennis lovers

The Madrid Open Mutua Madrileña is a major event in the tennis calendar, renowned for its lively atmosphere and high level of competition. The tournament, which takes place in the heart of Spain, attracts tennis fans from all over the world and offers an exciting mix of sport and culture.

In its efforts to reinforce Lavazza’s recognition in the Spanish market – one of the company’s most strategic markets – the brand decided to sponsor this tournament and connect with attendees through various touchpoints and experiences that showcase its commitment to quality and innovation in coffee.

In addition to reinforcing brand recognition among tennis fans, APPLE TREEE – as Lavazza’s social media strategy agency – faced the challenge of amplifying this sponsorship to a wider audience and enhancing the excitement and conversation on social media about the tournament. To achieve this, we recommended an influencer marketing strategy that would drive this sponsorship through influencer experiences attending the match, while also associating the brand with values of excellence, sport, and culture.

At APPLE TREE, we took charge of creating local content for social media, adapting global content, and amplifying it with a careful selection of influencers who aligned with the brand and its values. For this, we counted on Ana Fernández (actress), Mario Marzo (actor), Nona Sobo (actress), and Nerea Rodrígez (Influencer).

To further amplify the brand’s presence at the tournament, we produced various audiovisual content showcasing the brand’s experiences and activations, such as coffee bars, court-side experiences, and a boutique where we encouraged users to participate in the brand’s content.

Through this sponsorship, Lavazza has demonstrated its commitment and support for the world of tennis, highlighting the brand’s dedication to excellence, innovation, and international reach.

Moreover, Spain has been a crucial market for Lavazza since the 1990s. Over the past five years, Lavazza has intensified its focus on the region, promoting authentic Italian coffee culture tailored to local preferences. With this sponsorship, the brand has underscored the importance of Spain in Lavazza’s international strategy and further strengthened the bond between the brand and tennis fans in the region.