BKT: "The Coupe de la Ligue offers us visibility in the rural market" (L. Salmaso, BKT Europe)

"The Coupe de la Ligue offers us visibility, thanks to the big clubs (Ligue 1 Conforama), and also the possibility to meet the targets of our own market. The second division (Domino's Ligue 2) is very important because it goes down into the provinces, to the rural market which is where our target customers live and operate," said Lucia Salmaso, managing director of BKT Europe, to News Tank Football on 05/12/2018.

The Indian manufacturer BKT, a world leader in tyres for agriculture purposes, landscaping, mining, industrial, port, and gardening, among others sectors, acquired the naming rights to the Coupe de la Ligue for the 2018-2024 cycle from the LFP, on 12/09/2018, for €3.5m per year. This acquisition follows the acquisition to the naming rights of the Italian second division, which became the Serie BKT for the 2018-2021 cycle, in June 2018.

Will BKT continue its sponsorship strategy by positioning itself on other football competitions in Europe? "Yes. We take one step after another. We have also signed a partnership with the Big Bash League, a cricket competition in Australia…