‘Sponsorship goes far beyond branding assets’ | Lucia Salmaso, BKT Tires

(Pier Marco Tacca/Getty Images)
(Pier Marco Tacca/Getty Images)
Lucia Salmaso, BKT Tires Europe managing director, said the brand sponsors sport to make sure it is front-of-mind in its lengthy distribution chain.

You need to be a SportBusiness Sponsorship subscriber to view this content

Talk to our team of experts to learn more about the benefits of subscribing

Already have an account? Sign in here

Read this next

Multiple Sports

Coca-Cola ranks first for sponsorship awareness in Spanish sport with 'glocal' strategy

26 Jan 2023
Multiple Sports

Agency Q&A | Will the cost-of-living crisis cause the sponsorship market to go soft?

26 Sep 2022
Multiple Sports

Sage targeting 'dynamic investors' with sports sponsorship push

4 Nov 2022
Multiple Sports

How online betting sponsors made Brazilian football the ultimate FOMO market

3 Mar 2023
Multiple Sports

Climate crisis putting sport on the backfoot over oil, car, airline and banking money

7 Jul 2023