BKT title sponsor for United Rugby Championship

Off-highway tyre specialist BKT has become northern hemisphere title sponsor of the United Rugby Championship (URC) until 2025. From today, the league will thus be known as the ‘BKT United Rugby Championship’ in this part of the world.

Alongside Vodacom, the league’s title sponsor in South Africa, BKT will hold naming rights for the league in all territories outside of South Africa and will play an integral role in the continued growth of the United Rugby Championship. The partnership deal between URC and BKT was facilitated by Havas Sports & Entertainment Italy.

“We are so proud to be title sponsor of URC, a league recognised around the world with a mission to grow rugby that reflects and promotes the values which are at the basis of our activities,” says Lucia Salmaso, chief executive officer of BKT Europe. “BKT will support the URC and its fans with its positive attitude, its passion for sports and its enthusiastic ideas, by engaging and including the whole audience. We will do our best to ensure that this partnership could only be the beginning of a stimulating adventure to live and an opportunity for ‘Growing Together’. I think we are a great match and team.”

Highlighting BKT’s belief in the URC vision of “creating a league where world-class rugby is matched by an off-the-field purpose that connects with our fans and communities,” Martin Anayi, URC chief executive officer, states: “Attracting a global partner of BKT’s scale speaks to the appeal of rugby and to the diversity and identity of our league.”

Anayi continues: “As a brand BKT are passionate about teamwork and tradition while their forward-thinking approach to research and development and international expansion is geared at keeping them at the top of their industry. These are fundamental values in rugby and establish a great foundation for us to create a game-changing partnership.”