BKT is continuing to make moves into the world of football sponsorship as the tyre manufacturer, becomes new Title Sponsor of Ligue 2 which starting from the season 2020/21 will indeed be named Ligue 2 BKT.
Ligue 2 to be Sponsored by BKT from 2020/21
The agreement has recently been stipulated between BKT and Ligue de Football Professionel (LFP), the organisation ruling the professional football championships in France and will be effective till the end of season 2023/24.
Lucia Salmaso, Managing Director of BKT Europe, stated: “We are happy to continue our adventure within the French football. This new sponsorship perfectly falls under the growth strategy of our brand awareness. We are already Title Sponsor of the second Italian football championship, which is played in cities where agriculture – our main market – is among the most developed sectors. Starting from the coming season, we will do the same in France - getting closer and closer to our users, the farmers, sharing with them the passion for football and sport.”
BKT is already LFP’s partner being actually Title Sponsor of Coupe de la Ligue BKT till the end of this season. Didier Quillot, General Executive Director of LFP states: "We are very glad to continue our cooperation with BKT. It is an important sign of the growing appeal of the professional football in France. And it is a pleasure to see that a large Indian company renews its trust into LFP for the purpose of strengthening its brand awareness."