Italy: BKT (tyres) renews its partnership as title sponsor of the Serie BKT for 2021-2024

Balkrishna Industries Ltd, an Indian manufacturer of off-road tyres, has extended its partnership with the Lega Nazionale Professionisti Serie B in order to remain title sponsor of the Serie B (Italian second division), named the "Serie BKT" since 2018-19, for an additional three seasons (2021-2024), announced BKT on 11/02/2021. For the 2018-2021 cycle, BKT is paying €2.5m to the Italian body.

"For BKT, the partnership, which began in June 2018, is not running out of steam. The company has, in fact, been able to convey the positive values of sport, strengthen its brand awareness and, above all, reach the fans in the Italian regions where the Serie BKT takes place," said the tyre manufacturer.

BKT is also the title sponsor of the French second division (Ligue 2 BKT, 2020-2024, €2.1m/season), and was also the title sponsor of the Coupe de la Ligue (2018-2020), a competition that was discontinued by the LFP at the end of the 2019-20 season.

"The company chose the second divisions for several reasons: the Italian and French provinces are above all regions in which BKT can get closer to…