Italian Second Division Rebranded to Serie BKT following BKT Title Sponsorship

A new agreement stipulated between Lega Nazionale Professionisti B and BKT has been officially announced that sees BKT assume the role of title sponsor for the Serie B championship for the upcoming three seasons.

Series BKTOn the occasion, Serie B has changed its name into “Serie BKT” represented by a logo uniting BKT and Lega B, which will be the companion to clubs and fans starting from the 42 match days, all Playoffs and Playouts of the coming season on 22 pitches throughout Italy.

One of the core aspects of this cooperation will be to support the training of young talents through a plan of action and activities focusing on novices, football academies and the stadiums belonging to the Serie B teams. As a result of this, growth and union will be one of the key pillars of the “Serie BKT”, values that go hand in hand with BKT’s corporate claim, Growing Together.

The aim is to share the same enthusiasm and passionate spirit to be found among players and fans entering this way into a direct relationship with clubs and fans enhancing at the same time BKT’s brand awareness in Italy.

“I am very satisfied with this agreement, which is fully in line with BKT’s banding strategy with focus on Italy, where our European Head Office is located,” Lucia Salmaso, Managing Director of BKT Europe, states. 

“Football has always been the most popular sport in Italy arousing great passion and enthusiasm. Entering this privileged relationship means a lot to us, since it reflects our business style and philosophy based on passion, loyalty, perseverance and tenacity when facing daily market challenges.”

Mauro Balata, President Lega B, commented, “This partnership is a continuation on the path to growth and going international that Lega B is putting forward full of fierce spirit and firmly believing into its brand. It is actually an essential course we adopt to ensure major economic support to our clubs stimulating and increasing spectators’ both interest and involvement.”

The new “Serie BKT” operates in line with the corporate marketing and communication strategy aiming at enhanced brand awareness, which will be increased through visibility in all Lega B stadiums, on both the pitch and grandstands, by television broadcasting stations and TV networks as well as promotional initiatives all around the football championship.

About the author

Richard Wilson is the deputy editor for Commercial Tyre Business. Since 2015, Richard has worked as a correspondent for all of the titles across the Valebridge Publications Ltd Group namely: Retreading Business, Tyre & Rubber Recycling, The Tyreman and Truck and Bus News. Richard has worked on/off from the age of 16 for the company and whilst gaining a Bachelor's Degree in Spanish and Business Studies at Coventry University, he developed his writing skills at the University paper and more recently writing his own independent blog.


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