Indian tyre company BKT partners with Spanish football league La Liga

Global agreement to be valid until end of 2021-22 season and aimed at raising brand awareness in 'strategic market' of Spain

Lionel Messi plays for La Liga contestant FC Barcelona.
Time Out Dubai / ITP
Lionel Messi plays for La Liga contestant FC Barcelona.

Indian off-highway tyre manufacturer BKT has entered a global agreement with Spanish football division Liga de Fútbol Profesional (La Liga) – contested by 20 teams including current champions FC Barcelona, Real Madrid, and Sevilla – that will be valid for three years until the end of the 2021-22 season.

In a statement, BKT’s joint managing director, Rajiv Poddar, said the new marketing initiative came in light of La Liga’s operations as “a brand of unquestionable value”.

BKT has entered the agreement to increase awareness of its brand in Spain, which the company said was “a major strategic market in Europe, especially in the farming sector”.

The firm added that its brand was “recognised and appreciated by Spanish users”, adding that the La Liga agreement would help it expand its reach in the country.

The La Liga agreement follows similar sporting deals that BKT has activated in other markets, such as its 2014 deal with American motorsport show Monster Jam; the 2018-21 agreement with Lega Nazionale Professionisti B, the governing body of the Italian second-league championship that is now called Serie BKT; France’s Coupe de la Ligue BKT, valud till 2024; and Australian cricket event KFC Big Bash League, with which BKT will be associated for another two years.

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