BKT and La Liga extend partnership

The Indian company BKT and La Liga, one of the most prestigious football tournaments in the world, which have been collaborating for six seasons, have extended their partnership until 2028, the tire manufacturer's press service reported. 

The partnership with La Liga was launched in 2019, and starting from the 2025/2026 season, the company will become an official partner of the tournament in Europe and Latin America - "two strategically important markets where football has deep roots in culture, and where BKT intends to continue increasing brand awareness".

"We have decided to focus on expanding our presence in Europe and Latin America, two key markets for BKT, where football is extremely popular and is a powerful tool for communicating with consumers," said Lucia Salmaso, Managing Director of BKT Europe. - Our goal is to turn brand recognition into tangible profits through initiatives that directly engage fans and expand connections with local communities.

Jorge de la Vega, La Liga's CEO, stated that "we are delighted to extend our collaboration with BKT, a strategic partner that shares our values and global vision", and added that the league "is committed to continuing to implement innovations and engage with millions of fans around the world".

Under the terms of the agreement, BKT's branding will be displayed, for example, during away matches of leading Spanish clubs such as Real Madrid, Barcelona and Atletico Madrid, and in addition, corporate social responsibility projects will be implemented.

BKT also collaborates with football leagues in Italy and France, and the company emphasizes that such projects not only increase the value of the brand but are also "seen as an opportunity to have a positive impact on the lives of local communities".