BKT scores global agreement with Spanish football league LaLiga
Emerges as the new Indian brand to invest across major sporting leagues in India and across the globe
Balkrishna Industries (BKT), India’s leading manufacturer of off-highway tires has signed on as “Official Global Partner of LaLiga”. BKT aims for performance without limits – just like sport. And like Liga de Fútbol Profesional (LaLiga), it has a global presence that reaches people all around the world. These conditions create a fertile ground for a new partnership.
The partnership takes immediate effect and will run for three years until the end of the 2021/2022 season.
“LaLiga stands for excellence and is a synonym for football with a capital ‘F’,” Rajiv Poddar, joint MD of BKT, stated. “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 honor 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,” Poddar added.
This is a decisive goal on BKT’s path of increasing its brand awareness. The company is extraordinarily active when it comes to communication and promotion - a unique and distinguishing feature. Sport is an instrument that perfectly supports BKT’s message on a global level thanks to its characteristic traits such as fair play, respect for the opponent, competition and strategy - values that are shared by LaLiga.
Jose Antonio Cachaza, MD, LaLiga India, said, “BKT has always recognised the power of sport in speaking to their key stakeholders. We are very excited to be welcoming BKT, a brand that share the same values as LaLiga, as our partner for the next three years. I’m sure that, together, we’ll be able to bring LaLiga closer to our fans over the world while our brands keep growing internationally.”
Becoming Official Global Partner of LaLiga is another initiative that adds to the numerous sport events that BKT has been actively supporting worldwide. These include the 2014-agreement with the Monster Jam circuit, the American motorsport show where giant Monster Trucks fitted with BKT tires perform astonishing stunts; the sponsorship agreement with Lega Nazionale Professionisti B, the governing body of the Italian second league championship, which was undertaken last year being effective till June 2021, and which has changed its name into “Serie BKT”.
On this partnership, Diego Forlan, LaLiga Ambassador, said, “India is extremely passionate about football and has high potential to become stronger in global football. During my time in India, I got to interact with Indian footballers, aspiring footballers and other stakeholders who were invested in building up the football environment in the country. It is good to see an Indian brand like BKT join hands with LaLiga to build more awareness.”
In addition, BKT sponsors the French “Coupe de la Ligue BKT” football competition, to which the company has given its name till June 2024, as well as the partnership with the Australian cricket championship with the KFC Big Bash League, which is valid for two more years.
At a local level, Spain is for BKT a major strategic market in Europe, especially in the farming sector. BKT provides tires operating in several specialist sectors. Yet, it is right agriculture where everything has started, and the company has literally taken the field.
The BKT brand is particularly recognised and appreciated by Spanish users, and it is the perfect moment to strengthen the existing bond. Could there be a better means than sport? Side by side anywhere – no matter whether it is a farming or a playing field.