India-based giant in off-highway tires to sponsor EuroLeague and EuroCup for through 2023
The group of industry leaders who trust in Euroleague Basketball's ability to boost their brands just got bigger.
BKT, one of the world's leading manufacturers of off-highway tires, is the newest Euroleague Basketball Premium Partner whose presence will be felt immediately in the two most prestigious club competitions on the continent, the Turkish Airlines EuroLeague and the 7DAYS EuroCup.
The agreement between Euroleague Basketball and BKT, whose negotiation was assisted by DAO SpA, a leading sport marketing consultancy, will cover the next three years until the end of the 2022-23 season. The BKT brand will be visible from the first games of the 2020-21 season in both competitions.
The EuroLeague and the EuroCup become BKT's first investments in basketball, expanding on the Indian company's experience with premium team sports leagues in order to widen its brand awareness and connect to the positive values and emotions that Euroleague Basketball offers.
"We welcome BKT to our family and wholeheartedly share their motto, Growing Together, because that's exactly what we strive to do with all of our partners," Jordi Bertomeu, Euroleague Basketball President and CEO, said. "BKT's tires are famous for durability, reliability, precision and high performance, qualities that we see our players and clubs demonstrate every week on the basketball court."
The Premium Partnership will enable BKT to promote its brand through various touchpoints inside all arenas where EuroLeague and EuroCup games are played. BKT brand will be visible through LED systems, Jumbotrons and onsite activations, as well as on television with TV graphics, headers and pre- and post-game interview backdrops. BKT will also be present on EuroLeague and EuroCup digital and social media.
"The common values between BKT and sports are the main drivers of our investments: passion, challenge, fair play and the support to young talents," Lucia Salmaso, CEO of BKT Europe, said. "Basketball fans are extremely loyal and passionate. We are proud to join the basketball world with such a prestigious partnership."
With sustained growth across all industry indicators – including a broadcast and digital audience of 3 billion viewers worldwide and a year-on-year average increase of 15% in fan interest in all its markets, according to Nielsen Sports – Euroleague Basketball competitions are seen by global and regional brands as a powerful engagement platform for existing consumers and a springboard toward new ones. Such growth combined with enhanced services and engagement through bespoke account management explains why Euroleague Basketball partners, whose ranks increase in size and diversity each season, renew their agreements consistently and now average now eight years of tenure as a group. With its global reach into 160 countries, BKT fits perfectly with the pan-European spectrum of Euroleague Basketball, whose general growth has been highlighted by strong performances in strategic Western and Central European markets like Spain, France, Germany and Italy.”