ROKiT Williams Racing announces new partnership with Lavazza coffee

Latifi enjoys some Lavazza – a sponsor his father brought to the team

ROKiT Williams Racing is pleased to announce Lavazza as an Official Team Partner for the 2020 FIA Formula One World Championship season.

The Lavazza logo will make its debut on the FW43 challenger at the season-opening Australian Grand Prix. As well as on-car branding, Lavazza will be featured throughout the ROKiT Williams Racing garage and hospitality areas, on teamwear and race suits of George Russell and Nicholas Latifi.

Founded in Turin in 1895, Lavazza has been owned by the same family for four generations. It is among the leading coffee roasters in the world and has a sales presence in more than 140 countries. Lavazza's strategy of international growth has led to collaborations in the world of sport, and they have supported the motor racing career of Canada's Nicholas Latifi since 2016.

Deputy Team Principal of ROKiT Williams Racing, Claire Williams, commented: “Lavazza and ROKiT Williams Racing share similar values, we build our businesses around passion for work, and for our product. These attributes around innovation and entrepreneurship provide solid foundations for our companies to build a strong partnership. I look forward to working with Lavazza and welcoming them into Formula One, for the 2020 season."

Lavazza Group Chief Marketing Officer, Sergio Cravero, commented: “We are thrilled to keep supporting our young ambassador and talent Nicholas Latifi in his new journey in Formula One with the ROKiT Williams Racing team. Through these important partnerships, perfectly in line with our internationalization strategy, Lavazza is able to develop its brand awareness and to spread the Italian coffee culture all over the world."

About Lavazza Group
Established in 1895 in Turin, the Italian coffee company has been owned by the Lavazza family for four generations. Among the world’s most important roasters, the Group currently operates in more than 140 countries through subsidiaries and distributors, with 64% of revenues coming from markets outside of Italy. Lavazza employs a total of over 4,000 people with a turnover of â‚¬ 1.87 billion in 2018.

Lavazza has been able to develop its brand awareness through important partnerships perfectly in tune with its brand internationalization strategy, such as those in the world of sport with the Grand Slam tennis tournaments, and those in the fields of art and culture with prestigious museums like New York’s Guggenheim Museum, St. Petersburg’s Hermitage State Museum and Melbourne’s National Gallery of Victoria. Lavazza has chosen the Next Gen ATP Finals 2019 to support two young and emerging tennis stars in their upcoming endeavors: Italian Jannik Sinner and Australian Alex De Minaur.

Companies that form part of the Lavazza Group include France’s Carte Noire and ESP (acquired in 2016 and 2017 respectively), Denmark’s Merrild (2015), North America’s Kicking Horse Coffee (2017), Italy’s Nims (2017), and the business of Australia’s Blue Pod Coffee Co (2018).

At the end of 2018, following an acquisition, the Lavazza Professional Business Unit was created, which includes the leading Office Coffee Service (OCS) and Vending systems Flavia and Klix