First publishedon www.AggBusiness.com
A partnership agreement has been signed between BKT and Lega Nazionale Professionisti B, the Italian professional football league of Serie B clubs.
BKT, the Indian multi-national group, and a major player in the off-highway tyre market, assumes the role of title sponsor for the Serie B championship for the next three seasons.
Serie B has changed its name to Serie BKT, represented by a logo uniting BKT and Lega B, which will be the companion to clubs and fans starting from the 42 match days, all play-offs and play-outs for the coming season on 22 pitches throughout Italy.
One of the core aspects of this cooperation is to support the training of young talents thanks to a plan of action and activities focusing on novices, football academies and the stadiums belonging to the Serie B teams.
BKT says that as a result, growth and union will be one of the pillars of the Serie BKT, values that are “in perfect harmony with BKT’s corporate claim, Growing Together.”
The aim is to share the same enthusiasm and passionate spirit to be found among players and fans entering this way into a direct relationship with clubs and fans, enhancing at the same time BKT’s brand awareness in Italy.
“I am very satisfied with this agreement, which is fully in line with BKT’s banding strategy with focus on Italy, where our European head office is located,” says Lucia Salmaso, managing director of BKT Europe.
“Football has always been the most popular sport in Italy, arousing great passion and enthusiasm.
“Entering this privileged relationship means a lot to us, since it reflects our business style and philosophy based on passion, loyalty, perseverance and tenacity when facing daily market challenges.”
Mauro Balata, president Lega B, says: “This partnership is a continuation on the path to growth and going international that Lega B is putting forward full of fierce spirit and firmly believing into its brand.
“It is actually an essential course we adopt to ensure major economic support to our clubs, stimulating and increasing spectators’ interest and involvement.
“Having joined the project of a company, which operates on a global scale and enjoys a considerable international prestige being a leader in their sector, is going to trace a path that will lead Serie B always further ahead.”
BKT says football has for a long time been at the core of its attention. An example is the decision to make Iya Traoré, “the king of football freestyle,” a special guest at the company’s main events worldwide and at trade shows.
BKT has also since 2013 been sponsoring the Monster Jam, the American motor sport show, which has some European stages. At the event monster trucks fitted with BKT tyres perform a variety of stunts.
BKT also sponsored XTRACTOR Around the World in Sudafrica, an expedition lasting 40 days.
Using the latest-generation McCormick agricultural tractors, some drivers from the 1st Parachute Regiment Tuscania (part of the Italian Carabinieri corps) travelled over 7,000km, supporting humanitarian initiatives in cooperation with AMREF (African Medical and Research Foundation).
The latest agreement also bears the signature of Havas Sports & Entertainment, a specialist team of Havas Media Group, which operates actively in “creating meaningful relations among brands and fan communities levering on the great emotional capacity of sport and entertainment.”
Stefano Spadini, CEO Havas Media Group, says: “This important agreement gives evidence of how amalgamating the common factors of a property and a company can create a partnership that is able to build up a close and durable relationship with fans.
“Our role as advisors has played a central part in this agreement.”