BKT Grow Brand Awareness in Italy


The magnificent cloister of San Francesco at Ascoli Piceno was the setting for the recent announcement of the official schedule for the 2019/2020 Serie BKT championship in Italy.

Series BKT Ready for Second Season

The multinational group from India, a big player in the global Off-Highway tire market, undersigned a three-year partnership with Lega Nazionale Professionisti B in June 2018, a marketing move that was directly aimed at increasing brand awareness in the Italian market.

Precisely one year after the project start, BKT was able to reveal some data concerning BKT brand awareness among the most enthusiastic spectators of Serie BKT:

“We knew since from the beginning that the agreement would coherently suit BKT’s branding strategy,” Lucia Salmaso, Managing Director of BKT Europe stated. - “Today we have data available that fully confirms that our role as Title Sponsor has been a winning project. BKT’s brand awareness has increased from 14% last year to 27% this year. By the way, I wish to mention that today we are the number one under the Championship´s brand sponsors ahead of very famous brands. They have described our brand as ‘innovative’, ‘original’ and ‘unique. All this has happened in just one calendar year, so we have all reason for being enthusiastic.”

About the author

David is the Owner and Publisher of Commercial Tyre Business. With over 30 years' experience as a specialist tyre industry journalist, he first entered the tyre industry in 1987 as Editor of Tyre & Accessories. He was Editor of Tyre Trade News between 1993-96 before establishing Retreading Business in 1997. In 2004 he acquired the Malaysian tyre magazine The Tyreman, before establishing Tyre & Rubber Recycling in 2009. In addition to his publishing ventures, he was also Director of the Retread Manufacturers' Association between 2004 and 2014.

Email: commercialtyrebusiness@btconnect.com

Phone: (44) 1270 668 718

Make sure you keep up to date with the truck and bus tyre market

Click here to receive our regular e-newsletter.