BKT adds to sports sponsorship in Europe
BKT (Balkrishna Industries Ltd), which Agrigear distributes in Ireland, is a major sponsor in the world of rugby, particularly known in this part of the globe for its title sponsorship of the United Rugby Championship (URC). And BKT’s sponsorship extends to the Guinness Men’s and Women’s Six Nations Championships as the Official Tyre Partner.
As the title sponsor of the URC – the BKT United Rugby Championship, BKT has gained a higher profile in Western Europe (including Italy) and also in South Africa.
BKT is also the official tyre partner for both the Guinness Men’s and Guinness Women’s Six Nations Championships.
For BKT, sport is more than just a means of communication. It sees sport as an essential part of its identity. With an established presence in over 163 countries and playing a leading role in the world of agricultural and other off-road tyres, the company says it has decided to invest also in emotions, shared passions, and community ties.
BKT tells us that this is being further expanded following the recent renewal of its global partnership with La Liga until 2028 and the new agreement with the RFEF (Real Federación Española de Fútbol) whereby BKT becomes the official sponsor of Spanish referees, marking a significant step in the brand’s strategy.
Lucia Salmaso, managing director of BKT Europe, recently spoke about learning more about the vision, values, and motivations behind these choices.
When asked about the values that BKT shares with the world of sport in general, and football in particular, she said: “Sport is a universal language that unites people, overcome cultural barriers, and inspire generations.
“At BKT, we can identify with its authentic values: the passion that drives you to try your hardest, the respect for both the rules and opponents, team spirit, and above all, the daily commitment to common goals.
“In particular, football embodies these principles in an exemplary way. Football is not just a game. It is a school of life, an educational tool, a medium for forging bonds and conveying values.
“Similarly, in business, success comes from determination, method, and vision. As a matter of fact, our partnerships are never mere branding exercises. On the contrary, they are the concrete expression of a corporate culture based on consistency, planning, and continuous improvement.”
But how does the partnership with La Liga fit into BKT’s business strategy?
Salmaso said: “The partnership with La Liga that has recently been extended until 2028 is a strategic investment in geographical areas where football is embedded in the culture and where BKT aims to further strengthen its presence. We are not just talking about visibility; it is about positioning.
“Through this partnership, we can enter the hearts and homes of millions of fans consolidating the brand internationally by means of a narrative that speaks of quality, passion, and innovation.”
She added: “It is a strategic asset that engages in a dialogue with the final audience and reinforces the trust of our business partners, who see BKT as a solid and dynamic company that is focused on sustainable growth.”
Salmaso also referred to BKT’s new partnership with RFEF, and more specifically with the refereeing sector, is an interesting development.
She explained what led BKT to invest in this direction: “By partnering with RFEF — namely with the refereeing body — we have decided to support a fundamental, often under appreciated component of the football system: the one that provides balance, authority, and respect for the rules. Referees stand for key values such as discipline, rigour, preparation, and integrity. Values that we fully share.”
When asked how these sponsorships help BKT build relations with the territory, its local communities and young people, Salmaso responded: “Each of our sponsorships is designed to generate real impact. With La Liga, for example, we have launched initiatives that go far beyond brand visibility. We actually involve fans, promote social projects, and bring football back to neighbourhoods and communities.
“With RFEF, we are going to pursue in the same direction, promoting the educational role of sport, bringing the world of refereeing closer to young people, and contributing to a culture of respect and fair play. We want to be perceived as an authentic brand that is present and close to people. Building strong and lasting relationships with our stakeholders is an inherent part of how we do business.
“Cooperating with La Liga and RFEF enables us to interact on multiple levels with institutions, clubs, fans, and communities. Our goal is to actively contribute to a more accessible, inclusive, and educational sport, leaving a positive mark in the setting where we operate.”
When questioned about how important is the Spanish market for BKT’s business operations at a European level, she said: “Spain is a key market for BKT in Europe. It is a competitive country that is open to innovation and strategic for our core segments: agriculture, earthmoving, and industrial.”
Agrigear distributes BKT in Ireland
Agrigear is the appointed Irish importer and distributor of one of the world’s leading tyre brands – BKT Tyres.
With four state-of-the-art production facilities and its own in-house mould fabrication plant, BKT is recognised as having one of the broadest product ranges in the global market, with more than 3,200 stock units. The BKT tyre range includes agricultural, implement, ATV, lawn & garden, off-the-road (OTR), industrial and earthmover tyres, all of which are available in a vast selection of sizes.
Over the past 20+ years, BKT tyres have consistently proven to be at the top of their game in terms of quality, performance and affordability. Tyres are available countrywide through a network of Agrigear-approved BKT stockists.
Agrigear can be contacted on: +353 429 666 444 or email sales@agrigear.ie for advice about tyre options.