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BKT adds LaLiga to sponsorship portfolio

Spain’s LaLiga has named Indian tyre manufacturer BKT as an official global partner.

The three-year agreement covers the 2019-20 to 2021-22 seasons.

The deal strengthens BKT’s football sponsorship portfolio, with the company last year signing a six-season deal to become the title partner of France’s Coupe de la Ligue.

BKT also title sponsors Serie B, the second tier of Italian club football, and holds partnerships with Australia’s Big Bash League cricket competition and the Monster Jam motorsport event tour.

Óscar Mayo, international development director of LaLiga, said: “LaLiga can help brands to significantly increase their exposure worldwide. Our competition has millions of fans around the world and therefore represents a huge audience for brands to engage with. We look forward to working with BKT over the coming years and helping it to achieve its objectives.”

BKT joins LaLiga’s pool of global sponsors that already comprises: Puma, EA Sports, Budweiser, Rexona and LiveScore. Spanish bank Santander is signed up as the title sponsor until the end of the 2020-21 season.