- BKT and LALIGA renew their partnership for an additional three seasons, extending collaboration until 2028.
- BKT becomes the Official Tire Supplier of LALIGA in Europe and Latin America starting from the 2025/26 season.
- The partnership has spanned six triumphant seasons and will reach nine consecutive seasons.
- The renewal includes innovative fan engagement initiatives, virtual and 3D advertising spaces during matches, and joint CSR projects.
- BKT views football sponsorship as a way to connect with communities and embody authentic values beyond branding.
Global Tire Leader BKT Extends Strategic Partnership with LALIGA Until 2028
In a notable move that strengthens the relationship between sports and industry,Balkrishna Industries Limited (BKT),a global leader in Off-highway tire manufacturing,has announced the renewal of its collaboration with LALIGA,one of the world’s most prestigious football leagues. the partnership, originally launched during the 2019-2020 season, will continue for an additional three years, extending through the 2027-2028 season, marking a remarkable nine consecutive seasons of cooperation.
Expanding presence in Football’s Heartlands: Europe & Latin america
Starting from the 2025/26 season, BKT will take on the role of Official Tire Supplier of LALIGA in Europe and Latin America - two regions where football is deeply embedded in cultural identity and passion. This strategic geographic focus aims to maximize BKT’s brand visibility and engagement in crucial markets.
”We have decided to concentrate our presence in Europe and latin America, two basic markets for BKT where football is a universal language and a powerful vehicle for connecting with people,” said Lucía Salmaso, Managing Director of BKT Europe. “our goal is to turn visibility into tangible value through initiatives that directly involve fans and create strong bonds with local communities.”
Innovative Fan engagement & enhanced Visibility
The renewed partnership is set to deliver several high-impact branding and fan engagement opportunities:
- Virtual LED and 3D Carpet Advertising: Cutting-edge digital advertising surfaces will feature BKT branding during away matches of top Spanish clubs including Real Madrid, FC Barcelona, and Atlético de Madrid.
- Fan-Oriented activities: Contests, brand activations, and interactive campaigns to deepen emotional connections with football supporters.
- Corporate Social Duty (CSR) Projects: Joint initiatives aiming to generate positive community impact,reflecting shared values of sustainability and social engagement.
Partnership Built on Shared Values & Long-Term Vision
For LALIGA, renewing ties with BKT confirms mutual commitment to innovation and lasting relationship-building with millions of global fans.Jorge de la Vega, LALIGA’s General Business Director, commented:
“For LALIGA, it is indeed very satisfying to renew our alliance with BKT, a strategic partner who shares our values and vision. This strong collaboration demonstrates our joint commitment to continue generating value, innovating, and connecting with fans worldwide in the years to come.”
BKT’s Broader Sports Engagement Strategy
BKT is renowned not only for its excellence in Off-Highway tires but also for its strategic sports sponsorships worldwide, including the Serie BKT in Italy and Ligue 2 BKT in France. The alliance with LALIGA forms a key pillar in BKT’s broader approach to connecting with sports communities and promoting authentic brand values.
| Aspect | Details |
|---|---|
| Partnership Duration | Renewed until 2028 (9 consecutive seasons) |
| Official Role | Official Tire Supplier of LALIGA (Europe & Latin America) |
| Key activation Tools | Virtual LED, 3D Carpet, Fan activations, CSR projects |
| Target Regions | Europe and Latin America |
| Main Football Clubs Featured | Real Madrid, FC Barcelona, Atlético de madrid |
Looking Ahead: Stronger connections on and off the Field
This new contract underscores BKT’s confidence in LALIGA as a dynamic global platform.The partnership leverages football’s power to engage diverse audiences while adhering to long-term sustainability and community-focused values.
As BKT and LALIGA continue their journey together, fans can expect more immersive football experiences and meaningful initiatives that transcend the pitch, fostering lasting relationships between the brand, the sport, and its passionate supporters.
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