7/10/2019
PUNE
(MUMBAI): Balkrishna Industries Limited (BKT), India’s leading
manufacturer of off-highway tyres has signed on as Official Global Partner of
LaLiga. BKT aims for performance without limits – just like sport. And like
Liga de Fútbol Profesional (LaLiga), it has a global presence that reaches
people all around the world. These conditions create a fertile ground for a new
partnership.
The partnership takes immediate effect and will run for three
years until the end of the 2021/2022 season. “LaLiga stands for excellence and
is a synonym for football with a capital ‘F’,” Rajiv Poddar, Joint Managing
Director of BKT, states. “From today on, we are following a new marketing
initiative within the Spanish football world, and I am really glad and proud of
it. LaLiga is a brand of unquestionable value. It is an honor to act side by
side this name.”
“It is a great pleasure that we can strengthen the bond
between BKT and the world of sport, and above all the football world with both
its rules and dynamics that we find fully in line with our own values, along
with determination and the uncompromising wish to win,” Poddar added.
This is a decisive goal on BKT’s path of increasing its brand
awareness. The company is extraordinarily active when it comes to communication
and promotion - a unique and distinguishing feature. Sport is an instrument
that perfectly supports BKT’s message on a global level thanks to its
characteristic traits such as fair play, respect for the opponent, competition
and strategy - values that are shared by LaLiga.
Jose Antonio Cachaza, Managing Director, LaLiga India said,
“BKT has always recognized the power of sport in speaking to their key
stakeholders. We are very excited to be welcoming BKT, a brand that share the
same values as LaLiga, as our partner for the next three years. I’m sure that,
together, we’ll be able to bring LaLiga closer to our fans over the world while
our brands keep growing internationally.”
Becoming Official Global Partner of LaLiga is another
initiative that adds to the numerous sport events that BKT has been actively
supporting worldwide. These include the 2014-agreement with the Monster Jam
circuit, the American motorsport show where giant Monster Trucks fitted with
BKT tires perform astonishing stunts; the sponsorship agreement with Lega
Nazionale Professionisti B, the governing body of the Italian second league
championship, which was undertaken last year being effective till June 2021,
and which has changed its name into Serie BKT.
On this partnership, Diego Forlan, LaLiga Ambassador, said,
“India is extremely passionate about football and has high potential to become
stronger in global football. During my time in India, I got to interact with
Indian footballers, aspiring footballers and other stakeholders who were
invested in building up the football environment in the country. It is good to
see an Indian brand like BKT join hands with LaLiga to build more awareness.”
In addition, BKT sponsors the French “Coupe de la Ligue BKT”
football competition, to which the company has given its name till June 2024,
as well as the partnership with the Australian cricket championship with the
KFC Big Bash League, which is valid for two more years.
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