India’s industrial heavy tire brand BKT will be the title sponsor of the French Ligue 2 over the next four seasons.
French football league, Ligue De Football Professionnel (LFP) has announce the “new, important partnership agreement with BKT”. The deal comes into effect with the Ligue 2 2020-21 season.
The LFP and BKT tie-up was confirmed today (Wednesday) at a meeting. With the tie up the second division French league will now be called Ligue 2 BKT during the contract period.
Since the Coupe de la Ligue, which BKT currently sponsor, will be discontinued next season, the Indian multinational had offered to continue its partnership with French professional football by acquiring the naming rights of another emblematic competition in the country.
After the Coupe de la Ligue 2019-20 final, the BKT brand will be associated with Ligue 2.
“We are very pleased to continue our partnership with BKT. It is also a new major sign of the growing attractiveness of French professional football, which sees a large Indian company renewing its confidence in the LFP to support its awareness with the French public. This agreement will also be an opportunity for the LFP to strengthen its ties in this strategic territory,” said LFP executive director general Didier Quillot.
“We are extremely happy to become the title sponsor of Ligue 2 and very satisfied with the agreement concluded with the LFP. We will continue this great experience of French football together until the end of the 2023-2024 season. We are already the title sponsor of the second division in Italian, which is played in cities where agriculture – our main market as a producer of off-road tires and in particular for agricultural vehicles – is among the most important sectors. From next season, we will do the same in France, getting closer and closer to our users, farmers, not only on the agricultural field, but also on the pitch, sharing together the passion for football and sports,” BKT Europe CEO
Lucia Salmaso added.
BKT will replace Domino’s Pizza as the Ligue 2 title sponsor. The pizza delivery’s four-year agreement expires with the current season. Dominos was reportedly paying € 1.5 mn per annum of the title sponsorship.