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Serie B nets Indian title sponsor

Indian tyre manufacturer BKT has signed up as the title sponsor of Serie B, the second division of Italian football.

The deal will run for three seasons, from 2018-19 to 2020-21.

Serie BKT will be the new name of the competition, which was known as Serie B ConTe.it until the end of last season, when its deal with the insurance provider expired.

The financial details of the deal were not revealed.

BKT Europe’s chief executive, Lucia Salmaso, said that the deal aligns with the company’s strategy of building its brand in Italy, where BKT’s European headquarters are based.

Lega Serie B president Mauro Balata said that the agreement would “ensure greater economic sustainability” for the competition’s clubs.