Jannik Sinner, Lavazza and the Carota Boys

As part of our mission to spread Italian coffee culture around the world, Lavazza has nurtured an affiliation with tennis for well over a decade, having provided support as official coffee for several major events from Wimbledon, Roland Garros, Rolex Shanghai Masters and U.S. Open. along with its involvement in these key tournaments, Lavazza has committed to support a few selected players, who have been appointed worldwide brand ambassadors.

As now, but since the very beginning in 2019, the young global icon Jannik Sinner is our “flag”. Lavazza always trusted in his incredible talent, even more today, rooting for him together with the Carota Boys in every challenge.

For those who don’t know the Carota Boys are, they are a group of Italian boyhood friends and amateur tennis players that Lavazza noticed at the Italian Open in 2023 in Rome, when they were rooting for Jannik dressed up as real Carotas.

But why they were dressing like carrots?

We got to know them and we got to know their story, their love for tennis, and from our meeting a beautiful collaboration was born that still sees us united, as Jannik Sinner's first fans since the very day 1.

They unveiled us that the origin of this incredible adventure, born when their idol Jannik was eating a carrot on the court in Vienna during a match, so they took inspiration to follow him everywhere in the world in an un unmistakable and distinctive orange outfit.

Since then they travelled together with Lavazza to Paris for Roland Garros and followed Sinner to Wimbledon and then again to the U.S. Open, until NATPF.

It was at the U.S. Open where Sinner personally thanked his Carota Boys for their support for the first time, and we never forget it.

Jannik Sinner was born in the region of South Tyrol in Northern Italy in 2001. Sinner grew up in his hometown of Sexten, alongside his brother, Marc, and his parents, Johann and Siglinde, who both worked at a ski lodge.

After some years dedicating to skiing, thankfully, Sinner’s father urged him to return to playing tennis, and at the age of 13, he made the brave commitment to move away from his family to train at the Piatti Tennis Centre, where he lived with the family of his coach, Luka Cvjetković.

His passion for tennis started at the age of 15 on the ITF Junior Circuit in 2016,  but his career took off in 2019 when he qualified for his first Grand Slam main draw at the US Open. His recent win at the Australian Open meant beating World No.1 men’s singles champion Novak Djokovic in the semi-final, before defeating Daniil Medvedev in the final.

In the past year he broke many records: he won his first Masters 1000 title at the Canadian Open, contributed to Italy’s win of the Davis Cup, and recently won his first Grand Slam title at the Australian Open, achieving the ranking of World No.3. At the age of 22, his rise to success can only be described as stratospheric, making him the highest-ranked Italian player in history.

We are still believing that the best has yet to come.