India’s BKT to sponsor France’s Coupe de la Ligue (League Cup)!

On the occasion of the draw for the French League Cup (Coupe de la Ligue) Round of 32, the LFP (Ligue de Football Professionnel) announced a premium partnership with Indian company BKT.

A world leader for off-highway tires used in specialist segments like mining, earthmoving, agriculture and gardening, manufacturer BKT will be the Coupe de la Ligue’s naming partner for the next six seasons from 2018/19 to 2020/24.

As of the round of 32, the Coupe de la Ligue will be known as the ‘Coupe de la Ligue BKT’. A new player in the world of sports sponsorship in France, BKT have partnered up as part of their long-term plans involving French football and, more specifically, the Coupe de la Ligue.

Didier Quillot, LFP Chief Executive, said, “The LFP is very happy to welcome BKT as naming partner of the Coupe de la Ligue. This agreement demonstrates the increasing appeal of the Coupe de la Ligue. At a moment when international development is a priority for the LFP, this partnership with BKT also offers a unique opportunity to foster our links with the economic world of India. This is in fact the first time that an Indian company has made a significant investment in football. With the help of BKT, we hope to get Indian broadcasters to become more familiar with Ligue 1 Conforama.”

Arvind Poddar, BKT Chairman/Managing Director, said, “As of today, we are undertaking a new marketing initiative in the world of French football. I’m really happy with what is unfolding. For us, sport is synonymous with engagement, determination and a strong will to win – that is to say, overcoming difficulties while respecting opponents. BKT is a multinational group that pays attention to the market, to new challenges and to opportunities favourable to growth and competitiveness. This is a new adventure that will reflect our tried and trusted values.”

About Arunava Chaudhuri

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