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A real sportsperson has some outstanding qualities:  a perfect balance of resolution, persistence and tenacity, self-confidence, and the awareness of one's limits. Whether it is about cricket, football, or the amazing stunts at Monster Jam – BKT loves sport because it fully reflects its corporate philosophy: the joy of achieving goals, the feeling of satisfaction and contentment when being rewarded for all the effort and sacrifice, the ability to establish new records aiming at always higher and greater ambitions.  

Many are the sporting events that the multinational group from India supports and follows actively all over the world. These are selected based on a precise strategy aiming at greater user proximity and increased brand awareness.

The latest token on this playing scheme is the agreement making BKT the “Official Global Off Highway Tires Partner” of LaLiga, the top tier division in Spanish football. The partnership established in August 2019 with LFP-Liga de Fútbol Profesional, the body which manages the competition, will be valid for three seasons till June 2022. 

On May 21, BKT officially became Presenting Sponsor of the U19 European Junior Championship of American football thanks to an agreement signed with FIDAF (Italian Federation of American Football), the sporting body which manages this sport in Italy within the Italian National Olympic Committee (CONI), where the 2019 edition of the Championship was held in July and August.

Instead, the sponsorship agreement goes back to September 2018 stipulated between BKT and Ligue de Football Professionel according to which BKT has assumed the role of Title Sponsor for the Coupe de la Ligue, which has changed its name into “Coupe de la Ligue BKT”.

In September 2018 BKT also announced the partnership with the KFC Big Bash League (BBL) based on the agreement stipulated with Cricket Australia, the governing body of all events around this sport in Australia. 

In June 2018 BKT also came on to the football pitch by means of a three-year partnership agreement with the Lega Nazionale Professionisti B, the National Professional League B, the governing body of the B football league in Italy, which has changed its name to Serie BKT starting from this season. The aim is to increase brand awareness, which will benefit from the great public and media attention at all the stadia hosting the Lega B matches, both in the stands and by means of TV broadcasting, thus meeting a vast community of enthusiastic fans.

But that is not all. BKT's relationship with football is really very close. So close in fact that the company has made Iya Traoré, the king of football freestyle, its official special guest at all main corporate events worldwide. In addition, on the occasion of all trade show appearances, the distribution of footballs to visitors and guests has become a traditional appointment.

From football to motors: since 2014, BKT is also the Official and Exclusive Tire Manufacturer of Monster Jam, the world-famous American motor show with giant Monster Trucks performing breathtaking stunts. Therefore, BKT has designed a purpose-built highly resistant tire that is fitted on all monster trucks during the over 300 stages of the Monster Jam Show all around the globe.

Besides this, there has been the recent Xtractor Around the World South Africa edition, a 50-day long expedition. Aboard latest-generation McCormick tractors, drivers belonging to the 1st Parachute Regiment “Tuscania”, part of the Italian Carabinieri Corps, travelled almost 8,000 km on that territory, also supporting humanitarian initiatives alongside AMREF, such as building a 100m x 50m football pitch and a vegetable garden for the community.

BKT also supports Indian sport, since it never forgets its origins. The company had a partnership with no fewer than 8 teams for the last season of the VIVO Pro Kabaddi League. Kabaddi is a contact team sport originating from and played in India. It has many fans countrywide, being considered even the national sport of some Indian federal states. More than partners – in this case the players also had the opportunity to use BKT tires for cross-fit training.

BKT has even made a video on the theme of sport. The video shows athletes of several sports playing on different equipment (agriculture, industrial and OTR) fitted with BKT tires, basically jumping from one piece of machinery to another, performing amazing stunts in a mix of sports. BKT has aimed at symbolically associating the sporting disciplines sponsored by the company with the equipment driven by its users every day. The video transmits all the adrenaline deriving from sport as well as the passion uniting the universe of agricultural, industrial and OTR applications to the world of sport. For BKT, this means more than just a video, it is a tribute to the hard work necessary to become a champion in both fields by means of a message that is one of a kind: different sports and different environments meet to build a team.

In India, BKT signed multi-franchise sponsorship deal in the Pro Kabbadi League, signing with 8 of the 12 franchisees. BKT came on-board as the official tire partner for 8 marquee teams. 

India's leading manufacturer of off-highway tires also signed on with Sankar Cements Tamil Nadu Premier League (TNPL) as the associate sponsors. TNPL concluded its fourth edition on in August this year. As associate sponsors, BKT's partnership with TNPL ranged across multiple areas including promotion and branding.

BKT also signed on with Asian Paints Bharat Super League (BSL) as the “powered by” sponsors, for its second edition. As “Powered By” sponsors, BKT's association with BSL will ranged across multiple areas.

In a nutshell, BKT's passion for sport, team spirit, achieving one goal together, and teamwork with the aim of conquering ever greater challenges is more than tangible.