The relationship between Serena Wines 1881 and the world of tennis continues to strengthen and take on an increasingly international dimension. The historic family-owned company from Conegliano, one of the benchmark producers in the Prosecco DOC and DOCG territory, will once again serve as Main Title Sponsor of the international tennis tournaments in Friuli-Venezia Giulia, held in Cordenons, for the sixth consecutive year.
The partnership, which has now lasted for 14 years, represents one of the strongest examples of the connection between the wine industry and sport.
Cordenons Prepares to Welcome International Tennis
From 12 to 25 July, the clay courts of Eurosporting Cordenons, in the province of Pordenone, will once again become the centre of international tennis through an event that has established itself over the years as one of the most anticipated sporting appointments of the Italian summer.
The programme will begin with the ATP Challenger 75 men’s tournament, scheduled from 12 to 19 July, and will continue from 19 to 25 July with the ITF World Tennis Tour W75 Cordenons women’s tournament.
For Serena Wines 1881, the event represents not only a prestigious visibility opportunity, but also the confirmation of a relationship built over time around shared values and a common vision of sport as a tool for growth and social connection.
Serena Wines 1881 and a 14-Year Relationship That Continues to Grow Stronger
The relationship between Serena Wines 1881 and tennis goes well beyond traditional sponsorship.
Over the years, the company from Conegliano has developed an increasingly active presence in the national and international tennis landscape, strengthening a path that in 2026 has included further significant milestones through its support of the Tennis Europe Masters in Budapest and its partnership with the Over 50 and Over 55 Tennis World Championships scheduled to take place in Rome.
This strategy reflects the company’s commitment to investing in a sport that is perceived as a natural expression of values such as discipline, commitment and determination—principles that Serena Wines 1881 also recognises within its own corporate identity.
Luca Serena: Entrepreneur and Champion on the Tennis Court
The point of connection between the brand and the world of tennis is undoubtedly Luca Serena, the fifth generation leading the company.
Alongside his managerial responsibilities, the CEO of Serena Wines 1881 continues to cultivate a distinguished competitive tennis career. His sporting journey recently reached a new milestone with the victory of the FITP Italian Over 45 Championship title, won on the courts of Tennis Club Monviso in Grugliasco.
It is precisely this dual experience—entrepreneurial and sporting—that further strengthens the bond between the company and the values of tennis.
“As a company, we have always believed in sport and continue to invest in order to emphasise its role within society,” underlines Luca Serena. “We believe that sport is a fundamental tool for growth, social connection and the dissemination of positive values, as it is synonymous with passion, commitment, determination and respect: principles that also deeply belong to our corporate culture. While we have supported local associations, events and sports teams for years, helping above all to strengthen that authentic connection with the community and the territory that has always been part of our identity, being present once again in Cordenons—as well as at the other national and international sporting events where we have recently been and will soon be involved as sponsors—allows us to bring the same principles and the same enthusiasm that guide Serena Wines 1881 every day onto an even broader stage.”
Wine Takes Centre Stage at the Tournament’s Exclusive Events with Serena Wines 1881
As Main Title Sponsor, Serena Wines 1881 will also play a leading role in a series of hospitality initiatives dedicated to showcasing wine and gastronomic excellence.
On the evenings of 13 July and 20 July, coinciding with the opening days of the ATP Challenger 75 and the ITF World Tennis Tour W75 respectively, the company will organise two exclusive poolside events reserved for guests, institutions, sponsors and industry professionals.
The evenings will feature tasting experiences where local gastronomic specialities will be paired with a selection of Serena Wines 1881 labels and cocktails created using the company’s wines, generating a dialogue between sport, conviviality and wine culture.
