LFP: "Football is good for BKT" Indian brand makes first assessment of its sponsorship agreements

"Football is good for BKT. Surveys show that brand awareness has increased significantly," said the Indian group Balkrishna Industries Ltd. (BKT) on 02/11/2020. The (B2B) manufacturer of off-road tyres has made an initial assessment of its investments in French football, after becoming title sponsor of the Coupe de la Ligue (2018-2020), then of Ligue 2 (2020-2024) through the LFP.

"Awareness is mainly driven by television broadcasts (42% of visibility is linked to television, the primary medium) and increasingly by television advertising (+6% compared to 2019, the secondary medium). Among those interested in the Coupe de la Ligue BKT, the association between the brand and the competition has grown 10% between 2019 and 2020, reaching 22%," explained BKT, which based its findings on a survey conducted by the research institute CSA.

"BKT benefits from 17% brand awareness among football fans, just two years after becoming the title sponsor of the Coupe de la Ligue BKT. The Ligue 2 BKT is a truly promising stage for BKT, as it allows it to reach a large audience of active supporters: 66…