Football: BKT partners with Spain’s LaLiga

BKT (Balkrishna Tires) has become Official Global Partner of LaLiga, Spain’s top-flight football league, for a period of three years. The partnership takes effect immediately and runs until the end of the 2021/22 season.

“LaLiga stands for excellence and is a synonym for football with a capital ‘F’,” states Rajiv Poddar, joint managing director of BKT. “From today on, we are following a new marketing initiative within the Spanish football world, and I am really glad and proud of it. LaLiga is a brand of unquestionable value. It is an honour to act side by side this name.”

“It is a great pleasure that we can strengthen the bond between BKT and the world of sport, and above all the football world with both its rules and dynamics that we find fully in line with our own values, along with determination and the uncompromising wish to win,” says Lucia Salmaso, managing director of BKT Europe.

Óscar Mayo, international development director of LaLiga, adds: “LaLiga can help brands to significantly increase their exposure worldwide. Our competition has millions of fans around the world and therefore represents a huge audience for brands to engage with. We look forward to working with BKT over the coming years and helping it to achieve its objectives.”

This latest agreement enhances a sports sponsorship portfolio that began in 2014 with BKT’s first agreement with Monster Jam, an engagement that continues to this day. The off-highway tyre specialist also sponsors football in France and Italy as well as cricket in Australia.