BKT official off-highway tyre supplier to Rugby World Cup

Rugby World Cup France 2023 has an official off-highway tyre supplier, and that supplier is BKT. Commenting on the company’s involvement in what may well be the world’s third-largest sporting event, Lucia Salmaso, chief executive officer of BKT Europe, says her team is “proud and honoured to be able to support Rugby World Cup France 2023 in this wonderful adventure.” She adds that BKT “could not miss the opportunity to support this major sporting event, which promotes values that are so important for us.”

Salmaso is referring to Rugby World Cup 2023’s goal of offering an inclusive event and setting new standards of corporate responsibility and sustainability, becoming a reference point in terms of inclusion for future sporting fixtures. “This is a theme that BKT fully embraces,” the tyre maker stresses. “Corporate responsibility has always been at the heart of the brand’s policies and strategies: putting people and their well-being at the centre, complying with appropriate labour standards and aiming for a more sustainable business by reducing waste and pollution, these are priority areas for BKT.”

Partnership beyond sport

BKT states that its collaboration with the Rugby World Cup goes “well beyond” sport, explaining that both parties share common values, such as being close to communities and the local territory, respecting people and opponents, being committed and unwavering and, last but not least, working in a team.

“At BKT we love sport, we love to support it and share its passion with all the fans, among whom there are many of our customers. And above all we love challenges, we can’t wait to start this new adventure,” adds Salmaso.

“We are very proud that a major Indian company has decided to join Rugby World Cup 2023,” comments Claude Atcher, chief executive officer of France 2023. “It illustrates once again the attractivity of our event on the global stage. We share with BKT the same philosophy, and a common ambition: to spread the values of sport across the world, all while promoting local agriculture, diversity of our regions and know-how of our rural communities where rugby finds its grassroots. We will grow together with BKT this Rugby World Cup.”