BKT, one of the world’s leading manufacturers of off-highway tires, is the newest Euroleague Basketball Premium Partner whose presence will be felt immediately in the two most prestigious club competitions on the continent, the Turkish Airlines EuroLeague and the 7DAYS EuroCup.
The agreement between Euroleague Basketball and BKT, whose negotiation was assisted by DAO SpA, a leading sport marketing consultancy, will cover the next three years until the end of the 2022-23 season. The BKT brand will be visible from the first games of the 2020-21 season in both competitions.
The EuroLeague and the EuroCup become BKT’s first investments in basketball, expanding on the Indian company’s experience with premium team sports leagues in order to widen its brand awareness and connect to the positive values and emotions that Euroleague Basketball offers.
“We welcome BKT to our family and wholeheartedly share their motto, Growing Together, because that’s exactly what we strive to do with all of our partners,” Jordi Bertomeu, Euroleague Basketball President and CEO, said. “BKT’s tires are famous for durability, reliability, precision and high performance, qualities that we see our players and clubs demonstrate every week on the basketball court.”
The Premium Partnership will enable BKT to promote its brand through various touchpoints inside all arenas where EuroLeague and EuroCup games are played. BKT brand will be visible through LED systems, Jumbotrons and onsite activations, as well as on television with TV graphics, headers and pre- and post-game interview backdrops. BKT will also be present on EuroLeague and EuroCup digital and social media.
“The common values between BKT and sports are the main drivers of our investments: passion, challenge, fair play and the support to young talents,” Lucia Salmaso, CEO of BKT Europe, said. “Basketball fans are extremely loyal and passionate. We are proud to join the basketball world with such a prestigious partnership.”
With sustained growth across all industry indicators – including a broadcast and digital audience of 3 billion viewers worldwide and a year-on-year average increase of 15% in fan interest in all its markets, according to Nielsen Sports – Euroleague Basketball competitions are seen by global and regional brands as a powerful engagement platform for existing consumers and a springboard toward new ones. Such growth combined with enhanced services and engagement through bespoke account management explains why Euroleague Basketball partners, whose ranks increase in size and diversity each season, renew their agreements consistently and now average now eight years of tenure as a group. With its global reach into 160 countries, BKT fits perfectly with the pan-European spectrum of Euroleague Basketball, whose general growth has been highlighted by strong performances in strategic Western and Central European markets like Spain, France, Germany and Italy.”
About Euroleague Basketball
Euroleague Basketball (EB) is a global leader in the sports and entertainment business, devoted to running the top European competitions of professional basketball clubs under a unique and innovative organizational model. Owned and administered by some of the most successful and historic clubs in the world, EB manages and organizes the continent’s two premier men’s basketball competitions, the Turkish Airlines EuroLeague and the 7DAYS EuroCup, as well as the sport’s premier under-18 showcase, the EB Adidas Next Generation Tournament.
The EB competitions bring the elite of European basketball to all five continents and to the entire sports community through the OTT platform EuroLeague TV. EB also organizes a series of community and educational programs. Its ground-breaking corporate social responsibility program One Team features all EB clubs that have already made a difference in the lives of over 22,000 participants. Its Sports Business MBA trains future professionals in sports management.
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About BKT
Balkrishna Industries Ltd. (BKT) is a tire manufacturing company based in India. The BKT group manufacturers an extensive and modern range of off-highway tires specifically for vehicles operating in agricultural, industrial, earthmoving, mining, port, ATV, and gardening industries. BKT’s innovative solutions are designed to meet the most demanding ranges of use and entail over 2,700 different products sold in more than 160 countries worldwide. Visit the website www.bkt-tires.com.
About BKT sponsorships
In August 2020 BKT became sponsor of six cricket teams in the Indian T-20 League for the 2020-21 season: Mumbai Indians, Chennai Super Kings, Delhi Capitals, Kings XI Punjab, Kolkata Knight Riders and Rajasthan Royals.
Ligue 2 BKT in France is a sports sponsorship which came into being thanks to the collaboration with the Ligue de Football Professionel, the organization which promotes French soccer competitions. BKT became the Title Sponsor of Ligue 2 in July 2020.
In August 2019 BKT signed an agreement which made it an Official Global Partner of La Liga, the famous Spanish soccer championship organized by Liga de Fútbol Profesional.
Serie BKT is the result of a 3-year title sponsorship agreement which the company signed in 2018 with the Lega Nazionale Professionisti B, the organization which governs Italy’s second-tier soccer championship.
Again in 2018 there was also the partnership with the KFC Big Bash League (BBL), thanks to the agreement signed with Cricket Australia, the body which organizes all the events connected to this sport in the country.
Instead the alliance with the American show Monster Jam is longstanding and BKT has been the official and exclusive technical sponsor of its tires since 2014. BKT has designed a highly resistant, one-off tire which is used by the trucks in all the 300+ legs of the Monster Jam Show worldwide.
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