After sponsoring many tennis tournaments around the world, Barilla makes its debut at a US event. Their agenda for 2019 could see them present at Flushing Meadows
The big tennis “bonanza” that took place in Chicago during the last Laver Cup saw the debut of Italian pasta brand Barilla as a sponsor of an important tennis event in the United Stated. The company, whose American headquarter is situated a mere half an hour North of Chicago in Nortbrook, Illinois, followed the lead of its Global Brand Ambassador Roger Federer and set up a large activation point in the commercial area outside the United Center to introduce American tennis fans to pasta cooked “the Barilla way”.
Barilla at the 2018 Laver Cup in Chicago (photo Barilla USA)
We caught up with Prita Wadhwani, Barilla’s marketing director for the Americas, to discuss the pasta-maker’s involvement in tennis and their future plans for the US market.
How long did it take to organize the activation point for the Laver Cup? How many people have been involved?
It’s been a wonderful experience for us. We started talking about Laver Cup back in March. We like the concept of sportsmanship, it’s really fun to see the camaraderie the players have together with them being really competitive. So about eight months beginning to end to bring our Barilla experience to tennis fans.
Is your team based in Chicago?
Yes, our American headquarter is just outside of the Chicago area, about 30 miles north in a town called Northbrook and it is responsible for the operations in North and South America.
How did the involvement of Barilla’s Global Ambassador Roger Federer?
We truly admire Federer and what he has achieved in his field of expertise. And we believe that Barilla is to the culinary art world what Federer is to the tennis world. Furthermore, Roger lives his life in a very simple way and our core product is simple as well, flour plus water. That’s where we found a great fit.
Barilla is active in a number of tennis events around the world: we have seen you in Canada at the Rogers Cup, at the Australian Open… were you at the US Open?
No, not this year…
Not this year?… Are there surprises in the works for 2019? I see you are smiling, so I guess we have our answer… Moving on, what is the difference in preparing the activation during events that last 2 weeks and have 600-700,000 people coming through the doors and a much more concentrated event like the Laver Cup, lasting only three days?
There isn’t a big difference really: the hardest part is to build our activation point. Once that is done, we have such an amazing culinary crew with our own on-site kitchen that allows us to prepare our pasta the way we want it. We are completely self-sufficient: we have our own generators, our own water tanks, so we can prepare up to 3,000 servings of pasta per day.
So do you have a full-time “culinary crew” that travels all the time to all the events you participate?
We have chef Lorenzo Boni, who is our executive chef. He has two people working for him who are full-time Barilla employees, and they have identified a number of chefs throughout the USA who have already been vetted and are already trained in how to cook “the Barilla way” and they are brought in for specific events as needed. We are obviously very dedicated to the quality, the taste and the flavor of every single meal we serve.
Barilla at the Laver Cup 2018 in Chicago (photo Barilla USA)
Aside from Laver Cup and tennis, how is Barilla perceived in the American market and what is Barilla’s vision in America?
Pietro Barilla, the father of Guido, Luca and Paolo Barilla, the current generation at the helm of the company, had a motto: “Go forward with courage”. That is still instilled in our culture, that drive for innovation is still very present in Barilla’s culture. Our culture also states that “what is good for you should be good for the planet”: we support the sustainability of the ingredients that we put in our food. These are the principles that have inspired out growth: I was lucky enough to have been for the company for over 20 years, and I remember that when I first joined we has a roughly 9% market share in the US, while nowadays we have over one-third of the market. Our success is strictly link to the innovation that we still strive to maintain, from the products that we have to the way we communicated to our consumers. From a product standpoint we always try to offer our consumers what they want: we have recently introduced “legumes pasta”, a pasta made entirely of legumes, where we try not to sacrifice taste for the experience of eating good food. We also try to educate our consumer that it is not necessary to sacrifice taste to eat something that it’s good for you and good for the planet.
What are the challenges that you face in the US with the way that your consumer prepares your products? How do you “educate” the American pasta eater on how to properly cook and eat your products?
Barilla at the 2018 Laver Cup in Chicago (photo Barilla USA)
It is a journey, it’s not something that happens overnight. When I first joined Barilla we run a “store check” and all consumers knew about pasta were spaghetti and elbows, that is the macaroni for the “mac and cheese”. Now the average consumer is much more educated about the various shapes of pasta, and we like to believe that we had a role in this journey. We have also made some research using the NHANES data (National Health and Nutrition Examination Survey) which is the dietary gold standard for data in the USA, and we have found out that people eating pasta in the Mediterranean way, with healthy oils, vegetables, lean meats and proteins, have better body metrics than those consuming pasta in a more luxurious fashion. This is very important for us because we try to promote “eating well” rather than “eating a lot”. In our activations we have a pasta recipes-holder to promote the good way of eating pasta in a fun way. A portion of pasta should be two ounces (approximately 60 grams), which needs to be combined with vegetables and lean proteins, and it can create a filling, satiating meal for less than 500 calories, without sacrificing taste.
How is the market for sauces?
Americans are very used to having pasta with red sauces, so we are trying to introduce something different like the “pasta al pesto”. Boredom is one of the big enemies of the frequency of pasta consumption, so we are offering alternatives that may be unknown to the American public and as such need a longer education process. Americans are accustomed to using a jar of sauce for every dish of pasta: pesto isn’t like that, but it allows to add flavor to pasta without adding to many calories. Again, in our philosophy “less is more”, so we try to encourage the use of less sugar.
What other events does Barilla include in its promotional activities in the USA?
Food and wine festivals are very popular in the USA, so we are present at quite a few of those. Our 2019 schedule is still in the works and we hope to be at many more tennis events next year.
Barilla at the 2018 Laver Cup in Chicago (photo Barilla USA)
Holger Rune says he is pain-free and has gained confidence since reuniting with his former coach after ending his seven-match losing streak at the China Open.
Rune, who is the third seed in Beijing this week, beat former top 10 player Felix Auger-Aliassime 6-4, 6-4, in his opening match on Friday. The Dane fired 15 winners compared to only three unforced errors during the 85-minute encounter. It is the first time he has won a match on the Tour since Wimbledon in July.
“It feels very good. I had a tough period both with my body and with matches,” said Rune. “I’m happy to be back feeling good and feeling mentally well off the court. I’m super happy with my level today.”
The 20-year-old is experiencing a roller-coaster season where he reached the final of two Masters 1000 events and won a title in Germany during the first six months. However, recently he has struggled for wins on the Tour and ended his collaboration with Patrick Mouratoglou.
On top of that, Rune has also been hampered by a back injury which he recently underwent treatment on before coming to China. He previously told Danish TV that he had a pinched nerve in the fifth lumbar vertebra in his spine since the clay-court season. As a result, he has had to make adjustments to his service motion to overcome this problem.
“I didn’t feel any pain in my body,” he stated following his latest match. “I’m feeling healthy and taking care of my body. Mostly I’m happy to play without pain and enjoy myself.”
Guiding the world No.4 now is Lars Christensen who he has previously worked with since childhood.
“It has helped my confidence. After some tough periods, he knows me so well,” Rune commented. “He knows when I’m back at my best level so it is easy for us to communicate and find the best version of Holger. That we did today.”
Rune will next play Grigor Dimitrov who staged an epic comeback to defeat Mackenzie McDonald. The Bulgarian was a set and 5-2 down before fighting back to prevail 2-6, 7-6(4), 6-1, over the American who was experiencing problems with his shoulder.
In other matches at the tournament, second seed Daniil Medvedev stormed to a 6-2, 6-1, win over Tommy Paul. He has now recorded 39 hardcourt wins on the Tour so far this season which is more than any other player.
“It’s not easy for both of us. Both of us a little jet lagged. Him maybe more, coming from Vancouver,” Medvedev said afterward. “Maybe that made the difference, but if I think only about myself, I’m happy with my level. “I played great. The start of the match was not easy, but it’s never easy first round, especially in another part of the world. Then I was playing better and better during the match, so I’m happy about my level.”
This week is the first time Medvedev has played since losing to Novak Djokovic in the US Open final. He is seeking to win his fifth title of 2023.
Also through to the next round is Italy’s Jannik Sinner who struggled at times with his fitness during his troublesome 6-4, 6-7(2), 6-3, win over Dan Evans. The world No.7 served for the match at 5-4 in the second set but failed to capitalize on the opportunity, lost a 3-0 lead in the decider and then started limping on the court. During the closing stages, he also fell when trying to return a ball and appeared to hurt himself. Despite all the drama, Sinner still managed to seal the win.
Sinner is now 16-1 in opening matches this season. He is bidding to reach his 12th tournament quarter-final in Beijing.
Roger Federer says he would love to see the two highest-ranked players on the men’s Tour play in the next Laver Cup after this year’s tie ended in a crushing defeat for Europe.
Team World, which is captained by John McEnroe, dominated the clash in Vancouver after surging to a 10-2 lead heading into the final day of competition. On Sunday they were required to win only one match to claim the overall title which they did in the opening doubles match. Ben Shelton and Frances Tiafoe ousted the European duo of Andrey Rublev and Hubert hurkacz 7-6(4), 7-6(5).
“I am proud of these guys. We brought together a great group of some youth and experience, guys that have been here before. Everybody played well,” McEnroe said of his team’s 13-2 victory. “It was an awesome week. We kicked some ass.” “Winning is a whole lot better than losing. We struggled the first couple of years, and now we have tasted winning and it feels good.”
In contrast, Europe didn’t have much joy at the event with their only victory being from Casper Ruud who defeated Tommy Paul on the second day of the tie. Since the start of the competition in 2017, Europe won four consecutive titles but 2023 is the second year in a row that they have been defeated.
Hoping that this losing streak will come to an end next year when the event is held in Berlin, Federer says he wishes Novak Djokovic and Carlos Alcaraz will play. Djokovic has played in the Laver Cup twice before but Alcaraz is yet to make his debut.
“They destroyed Team Europe. Team World played fantastic, they really brought the energy. Everybody brought a point, they were stronger in the doubles. In the singles too, they were moving fast, they were ready to go. They thoroughly deserved victory,” said Federer. “I would like to see Novak again, Alcaraz and Novak on the same team. Sascha Zverev would be great for the German market. Someone like [Holger] Rune, that really hurt Team Europe. Rune and [Stefanos] Tsitsipas pulling out. [Daniil] Medvedev would be great. I like watching [Andrey] Rublev, and maybe someone will come through,” he added.
Federer is a co-founder of the Laver Cup with his management company Team 8 partnering up with Tennis Australia and Jorge Paulo Lemann to create the event. In 2019 the team competition was awarded ATP Tour status with a spot on the official calendar and access to marketing facilities under an agreement. However, ranking points are not awarded to players.
Due to the nature of the format, only one match was played on Sunday with fans not getting the chance of watching any singles. Something two-time French Open champion Ruud admits is a problem.
“Two of the times that I have played was maybe in a way a little bit unfortunate with only one deciding doubles (match) on Sunday,” Ruud commented. “The crowd didn’t get to see a singles (match) after or whatever. That’s not in my hands to decide what the format looks like.’ “But last year in London was great in many ways because you had so many great players and it came down to almost the last match. When I watched on TV the first series, it was so exciting because Roger played a couple of times, the final match of the Sunday and clutched it for Team Europe. It’s been a couple of years without playing that last singles match. But it’s a great initiative. Me, as a golf fan, watching the Ryder Cup all my life in my childhood, it’s great for tennis to have this event.”
The 2024 Laver Cup will be held at the Mercedes-Benz Arena in Berlin between September 20-22.
A leading food and drink company has pledged to support India’s highest-ranked men’s player who was unable to train at his usual facility in Germany earlier this year due to a lack of money.
Earlier this week world No.159 Sumit Nagal made a public plea for financial support to help him continue his career as a tennis player. In recent years he has been based at the Nansel Tennis Academy in Germany but was unable to train there during the first three months of the 2023 season due to a lack of funds. During this period he relied on his friends, including former player Somdev Devvarman, to help maintain his fitness.
“If I look at my bank balance, I have what I had at the beginning of the year. It is 900 euros. I did get a bit of help. Mr Prashant Sutar is helping me with MAHA Tennis Foundation and I also get monthly (salary) from IOCL but I don’t have any big sponsor,” Nagal told the Press Trust of India. “I am investing whatever I am making. The yearly cost where I travel with one coach is costing me around Rs 8 million to Rs 10 million (90,000-113,000 euros) and that is just with one travelling coach (no physio). Whatever I have made I have already invested,” he added.
Nagal, who is 26 years old, has reached the semi-finals of better at five tournaments on the lower-level Challenger Tour so far this season. His only Grand Slam result was at the US Open where he lost in the first round of qualifying to Taro Daniel. It was at the US Open where he took a set off Roger Federer before losing in 2019.
Despite being the only player from his country to be ranked in the top 400, Nagal is currently not part of the Target Olympics Podium Scheme. An initiative set up by the Indian government to provide support to their top athletes.
After learning about Nagal’s ongoing struggles on the Tour, a leading company has decided to support the tennis player by signing a three-year deal with him. Gatorade specializes in sports drinks and is manufactured by PepsiCo. Under the deal, Nagal will receive support with his recovery and nutrition from experts at the Gatorade Sports Science Institute (GSSI).
“I am deeply moved and grateful to join hands with Gatorade. This association comes to me at a pivotal time, and I am thankful my hard work and passion is getting recognized and appreciated. With Gatorade by my side, I am sure I will reach new heights and give it my all both on and off the court,” the Indo-Asian News Service quoted Nagal as saying on Thursday.
Speaking about the new partnership, Ankit Agarwal from PepsiCo India has hailed the collaboration. Agarwal is the company’s Associate Director of Energy & Hydration.
“Sumit is a role model for the new-gen athletes of India with his career being a true example of hard work and sweat that makes talent shine,” he said. “As a brand that is dedicated to supporting athletes in removing barriers to sporting success, we are delighted to welcome Sumit to the Gatorade squad.”
Nagal has been ranked as high as No.122 in the world. So far in his career, he has won four Challenger titles with two of those occurring this year in Italy and Finland.