Basketball: BKT becomes EuroCup title sponsor

In addition to renewing its status as a partner to Euroleague Basketball, BKT Tires has become the title sponsor of the EuroCup championship. This new three-year Premium Partnership coincides with changes to the competition format. BKT will also continue to support EuroLeague as a Premium Partner and will promote its brand at both competitions’ games through in-arena, broadcast and social media platforms.

“We are proud to continue on this path with EuroLeague, strengthening even more our connection with this wonderful sport and its fans,” says Lucia Salmaso, chief executive officer of BKT Europe. “As new title sponsor of EuroCup, we hope to transmit and cultivate the values we firmly believe in, such as passion, inclusion, respect and team spirit. These values allow us to grow together and to support the solidarity initiatives of the One Team-BKT Legacy Project that aims at improving the life of young people in need or at the risk of exclusion by using basketball as a tool for improvement.”

“Euroleague Basketball’s fast-growing relationship with BKT has resulted in this exciting agreement to have one of our newer partners join its name to a top-level competition such as the EuroCup,” adds Paulius Motiejunas, chief executive officer of Euroleague Basketball. “BKT’s goal of making an impact beyond brand visibility has clearly been met through our strong collaboration in communities and connecting with young people. We will continue to help each other strengthen those impacts going forward.”