France’s Ligue de Football Professionnel (LFP) today announce a new, important partnership agreement with India’s BKT, a major player in the world of off-road tires.
After meeting on Wednesday, January 15, the LFP validated a major naming agreement between Ligue 2 and BKT. From the start of the 2020/21 season, BKT will the new sponsor of the competition, which will be named Ligue 2 BTK for the following four seasons.
With the Coupe de la Ligue, which BKT currently sponsor, to be discontinued next season, the Indian multinational wished to continue its partnership with French professional football by acquiring the naming rights of another emblematic competition in the country.
The LFP is very happy and proud to continue its association with BKT. Ligue 2 will now benefit from the many actions that have been employed by BTK in the Coupe de la Ligue, such as activation concepts that the brand implements to engage football fans.
Following the final of this season’s Coupe de la Ligue BTK, the LFP looks forward to working with its partner on the next activations which will be reserved, next year, for Ligue 2 BTK.
Didier Quillot, the LFP’s chief executive, described the deal as “a major sign of the growing attractiveness of French professional football, which sees a large Indian company renewing its confidence in the LFP to build its notoriety with the French public.”
Lucia Salmaso, chief executive at BKT Europe, remarked, “We are extremely happy to become Title Sponsor of Ligue 2 and very satisfied with the agreement reached with LFP. We will then continue this wonderful experience in French football, until the end of the 2023-2024 season.”
“We are already Title Sponsors of the second Italian football championship, which is played in cities where agriculture – our primary market as manufacturer of Off-Highway tires and especially for agricultural vehicles – is among the most developed sectors.”