Italy/Lega Serie B: BKT (tyres) extends as title sponsor of Serie BKT for the 2024-2028 cycle

The Indian tyre manufacturer Balkrishna Industries Ltd. has extended its partnership with Lega Serie B to remain the title sponsor of Serie B (Italy's 2^nd division), known as "Serie BKT" since 2018-19, for an additional four seasons (2024-2028), announced the Italian body on 27/06/2024.

Over the 2018-2021 cycle, BKT paid an annual endowment of €2.5m to the body. A similar amount is being paid for the 2021-2024 period, according to the Italian media.

"A deep bond has been forged with all the clubs, fans and supporters, the beating heart of the entire ecosystem and the emblem of the territories the League proudly represents. This closeness to the territory has led to significant results: today, BKT has become the brand with the highest spontaneous brand awareness, with most fans now seeing the company as a leader in its market," said the Italian body.

BKT is also the title sponsor, with the LFP, of the French Ligue 2, which has been called "Ligue 2 BKT" since the 2020-21 season. This partnership, valued at €2.1m per season over the 2020-2024 cycle, was extended for the 2024-2028 period…