June 28 – Indian tyre maker BKT has renewed its title sponsorship of Italy’s Serie B – Serie BKT – for a new four-team term starting this coming season and ending in 2028.
No value was given for the sponsorship, which is now entering its third term, the first two being for the 2018-2021 and 2021-2024 cycles. The first two covered It’s now official.
Mauro Balata, president of Lega Serie B, said: “The renewal of the partnership demonstrates the great attractiveness of our championship, now recognized throughout the world thanks also to its visibility in 56 countries, and the strong unity of purpose in designing, together with Havas Play, highly engaging campaigns in our territories that can take Serie BKT towards new sporting and social horizons.”
As well as naming rights, BKT has activated its sponsorship through social campaigns and initiatives including the BKT Series MVP Trophy , the BKT Football Truck.
It’s Fattore Campo CSR initiative aims to create new play spaces cities that have Serie B clubs. Lecce, Cosenza and Como, have all seen 5-a-side pitches and playing spaces built, while Palermo, Bari and Catanzaro are next in line to have facilities built.
Fans can influence where the sites are built via participating in the BKTpremia fantasy competition that has seen more that 500,000 plays since 2020.
Lucia Salmaso , CEO of BKT Europe, said: “The six years that have just passed are the result of a synergy that has allowed us to grow together and create a significant impact both on and off the pitch. This is what allows us to look to the future and the next four years of collaboration with pride, with the aim of making the BKT Series increasingly engaging and exciting.”
Serie B was BKT’s first foray into international sports sponsorship, but since 2018 has built an interesting portfolio including title sponsor of the Ligue 2 BKT in France , the BKT World Curling Championship in Canada, the BKT EuroCup and the BKT United Rugby Championship in Europe. The company is also a partner of LaLiga, EuroLeague Basketball and Big Bash League (cricket).
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