BKT becomes premium partner of Euroleague Basketball

Lucia Salmaso, CEO of BKT Europe, announces the group’s latest sports sponsorship deal with EuroLeague Basketball (Photo: BKT)

Off-road tyre specialist BKT has signed a new sports sponsorship deal. The Indian group will be a Premium Partner of EuroLeague Basketball, organiser of the two most prestigious European basketball club competitions, over the next three years until the 2022/23 season. The Turkish Airlines EuroLeague and the 7DAYS EuroCup bring together 42 teams, representing 14 countries. BKT branding will be present at the first round of 2020/21 season games on 1-2 October. It will be displayed on LED systems, Jumbotrons and on-site initiatives. BKT will also gain television exposure via graphics and headers and pre- and post-game interview backdrops. BKT will also appear on EuroLeague and EuroCup digital and social media.

BKT’s move into basketball sponsorship is the latest in a series of sports sponsorships. The company’s marketing strategy, designed to link its brand values to sporting competition, include Monster Jam; another US sport in Europe, with American football; football’s La Liga in Spain, France’s Ligue 2 BKT, and the Italian Serie BKT; and cricket’s KFC Big Bash League in Australia and six Indian Premier League T20 franchises. Sport sponsorship has been a key pillar of BKT’s brand awareness strategy. The group describes its management and its international team of collaborators as “passionate about sport.”

‘First B2B company in sport sponsorship’

“I am delighted with this new agreement. In BKT we have chosen our own path, aware that we are the first B2B company in the specialist tyre industry involved in sports partnerships,” says Lucia Salmaso, CEO of BKT Europe. “Being a Premium Partner lets us be the only sponsors in our sector, on one of the most important sporting platforms not only in continental Europe. This has an international impact on our visibility.”

Jordi Bertomeu, EuroLeague Basketball president and CEO (Photo: BKT)

“We welcome BKT to our family and wholeheartedly share their motto, Growing Together, because that’s exactly what we strive to do with all of our partners.” says Jordi Bertomeu, EuroLeague Basketball president and CEO, says. “BKT’s tyres are famous for durability, reliability, precision and high performance, qualities that we see our players and clubs demonstrate every week on the basketball court.”

EuroLeague Basketball engages “more than 300 million people,” BKT states. The competition is broadcast in more than 175 countries and territories with more than 3 billion viewers each season. The online audience is supported by individual team and the player channels.

The league will give BKT international coverage, with 36 cities in 14 countries involved in Europe, including Russia, Turkey and Israel – key markets for BKT tyres.

BKT adds that the profile of the Euroleague’s audience, international and enthusiastic, is in line with its targets. The multinational company is present in 160 countries worldwide, with Europe a major market.

“We like sport a lot. The values we share with it are the drivers of BKT investments: passion, challenge, fair play and attention to young talents,” concludes Salmaso. “Basketball fans are extremely loyal and passionate. We are proud to join the basketball world with such a prestigious partnership.”