France/LFP: BKT (tyres) extends as title sponsor of Ligue 2 for four seasons (2024-2028)

Balkrishna Industries Ltd (BKT), an Indian tire manufacturer, has extended its partnership with the Ligue de Football Professionnel and will retain the naming rights for Ligue 2 for an additional four seasons, i.e. the 2024-2028 cycle, announced the LFP on 14/06/2023. The competition will thus continue to be known as "Ligue 2 BKT".

BKT became a partner of the LFP and title sponsor of the "Coupe de la Ligue BKT" from 2018-19, before the competition was discontinued at the end of the 2019-20 season. The Indian company subsequently acquired the naming rights to Ligue 2 for the 2020-2024 cycle, on 15/01/2020. This agreement is valued at between €1.95m and €2.25m per season (a total of between €7.6m and €9m over four years).

"In line with the numerous events deployed by BKT in recent years, the Bombay-based group will implement innovative actions ahead of Ligue 2 BKT matches, as well as at half-time in all 18 stadiums, in which BKT will have full visibility. BKT will also have the opportunity to sponsor digital content, such as the 'BKT action of the month', as well as a CSR programme…