Coupe de la Ligue BKT returns

The new season of the French league cup, known as the Coupe de la Ligue, of which OTR tyre maker BKT is the main sponsor, recently kicked-off.

Indian manufacturer BKT has been the competition’s title sponsor since September 2018, an agreement running until 2024. The name chosen for the football competition “Coupe de la Ligue BKT” can be easily recognised on the specifically created logo that has become a companion for clubs and fans in France.

“The fact of staying near to the world of sport is closely linked to many themes that are part of our corporate vision,” Lucia Salmaso, Managing Director of BKT Europe, points out. “For us, sport is synonym of commitment, determination and the strong desire to win in the sense of overcoming difficulties as well as respect for the opponent. We are glad that we have invested into the French football, and we are not going to stop our commitment in such a competitive and vibrant world that is similar to ours and that we find to be our perfect match. By means of this project, we are also going to support the training of young talents and we aim at fostering a direct relationship with both clubs and fan groups. These are important occasions to strengthen brand awareness in France, one of the major markets for our company worldwide.”

The Coupe de la Ligue BKT is a knock-out football competition organised by the Ligue de Football Professionnel (LFP) and the French National Football Confederation (FFF), which is played by 42 different teams from France’s various divisions. The final takes place next April at the Stade de France in Saint-Denis, just outside Paris.

The winning team directly qualifies for the UEFA Europe League in the following season. Strasbourg are the current champions.