Following the agreement with BKT, the Indian multinational specialized in OffHighway tires, as globalsponsor of LaLiga from 2019 to 2022, both organisations have agreed to renew the deal for the next three seasons.

This agreement, which will run until the end of the 2024/2025 season, is based on BKT’s objective to strengthen its brand awareness and builds on the commitment to LaLiga and the Indian multinational’s affinity with sport, as it has other sponsorship agreements across a range of sports such as basketball, cricket and rugby.

Óscar Mayo, Executive Director of LaLiga, details: “The partnership between LaLiga and BKT over the past three years has allowed us to help them increase their global exposure through our fans and audience. We both strive for excellence in what we do, and this is certainly a relationship that we are delighted to renew for a new cycle.”

LaLiga and BKT share a number of unique sporting values, such as competitiveness and strategic thinking. This ensures that the Indian company has a significant boost, not only in brand visibility, but also from a commercial perspective.

Lucía Salmaso, CEO of BKT Europe, said: “We are thrilled and proud of pursuing our journey alongside LaLiga. I like the idea that we are two important entities, each in its respective market, that are able to see beyond a simple marketing operation, rendering instead joint and mutual inspiration. The market now is the world. In order to act globally, a common language is needed to reach increasingly larger communities. That being said, what can be more viral than sport?”

On a national level, Spain is a strategic market for BKT, one of the most important in Europe, especially in the agricultural sector. BKT offers tires which operate in different specialist fields, but it is particularly in agriculture where it started its journey and where it has literally taken to the field. “This cooperation gives us again the opportunity to strengthen both our presence and brand awareness in Spain, a country we consider strategic and highly important in terms of business.”

Lucia Salmaso concludes. Through sports, we can reach our users by means of a channel that makes hearts leap,
because sport is a simple and direct language that everyone can understand – and it is hence universal.”

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