BKT tyre is one of most visible brand on IPL team jerseys this season of Indian Premier League (IPL 2020). The off-road tyre specialist is sponsoring 6 teams in IPL 2020. The Indian group has now become the latest Premium Partner of EuroLeague Basketball, gaining rights to EuroLeague and EuroCup competitions and adding to its portfolio of team sport sponsorships.
The agreement 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.
BKT’s negotiations with Euroleague Basketball were assisted by the Rome-based sport marketing consultancy Dao Spa.
Under the deal, BKT will promote its brand through various touchpoints inside all arenas where EuroLeague and EuroCup games are played.
The BKT brand will be visible through LED systems, Jumbotrons and on-site 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.
Commenting on the new agreement, Lucia Salmaso, chief executive of BKT Europe, said the common values between BKT and sport are the main drivers of its investments – “passion, challenge, fair play and the support for young talent.”
The EuroLeague and the EuroCup properties are the first moves made by BKT in basketball, and expand on the company’s experience with premium team and team sports leagues to widen its brand awareness.
In IPL 2020, the brand sponsors reigning champions Mumbai Indians, as well as Chennai Super Kings, Delhi Capitals, Kings XI Punjab, Kolkata Knight Riders and Rajasthan Royals.
Other than this BKT also invested last year in the Pro Kabaddi League as they were the sponsors of 8 teams in PKL.
BKT also has sponsorship deals with Australian T20 tournament the Big Bash League, La Liga, Serie B.