The Indian multinational Group, specialized in Off-Highway tyres, now joins basketball. The aim? Strengthening its brand awareness throughout Europe and linking BKT to sports’ positive values and emotions.
Euroleague Basketball Gains BKT as a Premium Partner
BKT's presence in the sports world expands. The Indian Group is now a Premium Partner of EuroLeague Basketball, the organiser of the two most prestigious European basketball clubs competitions, the Turkish Airlines EuroLeague and the 7DAYS EuroCup, which bring together the 42 best teams representing 14 countries.
The agreement with Euroleague Basketball will last for 3 years, up to the 2022-2023 season. The BKT brand will already be visible as from the first games of the 2020 season.
The Premium Partnership will enable BKT to promote its brand through all the touchpoints inside the arenas where the EuroLeague and the EuroCup are played, through LED systems, Jumbotrons and onsite initiatives, on television with TV graphics and headers and pre- and post-game interview backdrops. BKT will also be present on EuroLeague and EuroCup digital and social media.
Basketball is only the latest in a long list of important sports sponsorships. A unique strategy which is bringing BKT into the homes of all the fans of Monster Jam, of the Spanish football LaLiga, the French Ligue 2 BKT and the Italian Serie BKT, of the Australian cricket with the KFC Big Bash League and the Indian cricket with the T-20 League.
BKT started its consistent strategy of investing in sport in 2018 and its brand awareness has been constantly growing. This is the result of the management’s commitment as well as that of an international team of collaborators who have always been passionate about sport.
“I am delighted with this new agreement. In BKT we have chosen our own path, aware that we are the first B2B company in the specialist tyre industry involved in sports partnerships” - says Lucia Salmaso, CEO of BKT Europe – “Being a Premium Partner lets us be the only sponsors in our sector, on one of the most important sporting platforms not only in continental Europe. This has an international impact on our visibility.”
"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, says. "BKT's tyres are famous for durability, reliability, precision and high performance, qualities that we see our players and clubs demonstrate every week on the basketball court."
EuroLeague Basketball has notable numbers and a great fan base, with more than 300 million people. The competition is broadcasted in more than 175 countries and territories with more than 3 billion viewers each season. The online audience is also impressive and multiplied thanks to the teams and the players' channels.