Exclusive"Being title sponsor of Ligue 2 will continuously expose us to farmers" (L. Salmaso, BKT Europe)

"Being the title sponsor of Ligue 2 BKT gives us the opportunity to continuously expose ourselves to an audience that is very close to our own end-users: farmers. We can be with them in every field on a daily basis," said Lucia Salmaso, CEO of BKT Europe, to News Tank Football on 15/07/2020.

Balkrishna Industries Ltd. (BKT), an Indian tyre manufacturer, obtained the naming rights to Ligue 2 from 2020-21 for four seasons, until the end of 2023-24, on 15/01/2020. BKT succeeded Domino's Pizza France (fast food chain), which had obtained these rights for the 2016-2020 cycle on 14/04/2016. The Indian brand also holds the naming rights to the Coupe de la Ligue BKT until the final of the 2019-20 edition (Paris Saint-Germain - AS Saint-Etienne), which will take place on Friday 31/07/2020 at the Stade de France in Paris (FRA).

"We are pleased with the partnership with the LFP, which really sets us apart. We are the first off-road tyre brand to invest in football and the first Indian company to invest in French football. The Coupe de la Ligue agreement has given us enormous visibility…