Three-year agreement between BKT, the Off-Highway multinational company, and Euroleague Basketball
You can download BKT EuroCup logos from HERE
Euroleague Basketball and BKT Tires have agreed to a new three-year Premium Partnership that makes one of the world's leading manufacturers of Off-Highway tires the EuroCup's new title sponsor.
The agreement consolidates this multi-year partnership and coincides with some key changes to the competition format that will make the new BKT EuroCup even more compelling than ever before. Moreover, BKT will continue to support the EuroLeague as a Premium Partner, promoting its brand on all games of both competitions through in-arena, broadcast and social media platforms.
"Euroleague Basketball's fast-growing relationship with BKT has resulted in this exciting agreement to have one of our newer partners join its name to a top-level competition such as the EuroCup," Paulius Motiejunas, Euroleague Basketball CEO, said. "BKT's goal of making an impact beyond brand visibility has clearly been met through our strong collaboration in communities and connecting with young people. We will continue to help each other strengthen those impacts going forward."
Becoming a title sponsor just three years after originally partnering with Euroleague Basketball marks a major step forward in a relationship that has very much lived by BKT's motto: Growing Together. That process has been marked by a deep collaboration on the values of social inclusion and sustainability initiatives that go beyond traditional sponsorship.
“We are proud to continue on this path with EuroLeague strengthening even more our connection with this wonderful sport and its fans," Lucia Salmaso, CEO of BKT Europe, said. "As new title sponsor of EuroCup, we hope to transmit and cultivate the values we firmly believe in, such as passion, inclusion, respect and team spirit. These values allow us to grow together and to support the solidarity initiatives of the One Team-BKT Legacy Project that aims at improving the life of young people in need or at the risk of exclusion by using basketball as a tool for improvement”.
The One Team-BKT Legacy Project, under the aegis of EuroLeague Basketball's long-running corporate social responsibility program, has engineered the refurbishment of basketball courts in Istanbul and Athens with the goal of improving the lives of at-risk young people by providing them with better public facilities where sporting values like teamwork, healthy habits and social inclusion can be strengthened.
To promote a shared goal of sustainability, BKT has made a significant impact at three editions of the Turkish Airlines EuroLeague Final Four – in Cologne, Belgrade and Kaunas – by donating bicycles to social entities in those cities. The initiative served not only to support local One Team programs, but also to promote healthy habits and sustainable mobility. Similar donations were made across the continent, with BKT providing bikes to each of dozens of separate One Team programs from both the EuroLeague and the EuroCup.
BKT's decision to not only renew but also elevate its first basketball investment is the latest evidence of how Euroleague Basketball competitions and platforms bring visibility, engagement and the chance to make a mark in communities to its family of partners.