Indian multinational, BKT (Balkrishna Industries Limited), has reaffirmed its strategic focus on European football by renewing and expanding long-term partnerships with both LALIGA and the Royal Spanish Football Federation (RFEF).
BKT has extended its global sponsorship with LALIGA through the 2027–28 season, marking a nine-year collaboration that began in 2019. Initially launched as a worldwide tire sponsor, the relationship has evolved into a multifaceted alliance across broadcast, digital, and in-stadium platforms, with an emphasis on both the Spanish market and key international territories.
Starting in the 2025–26 season, BKT will become LALIGA’s official tyre partner across Europe and Latin America—two regions where football enjoys passionate followings and where BKT aims to amplify brand awareness.
This renewal builds on two previous sponsorship cycles and firmly embeds BKT within LALIGA’s commercial ecosystem. The brand will continue to gain high-impact exposure through digital billboards, virtual LED overlays, 3D perimeter graphics, and integrated social media campaigns—especially targeting key growth markets in Europe and Latin America.
Commenting on the occasion, Jorge De La Vega, LALIGA’s Executive Managing Director, said, “For LALIGA, renewing our alliance with BKT is a great source of pride. BKT is a strategic partner that shares our values and vision. This solid collaboration demonstrates our mutual commitment to continue generating value, innovating, and connecting with millions of fans around the world over the coming years.”
Lucia Salmaso, Managing Director at BKT Europe, added, “We’ve chosen to focus our presence on Europe and Latin America, two key markets for BKT where football serves as a universal language and a powerful vehicle to connect with people. Our goal is to turn visibility into tangible value through initiatives that directly engage fans and build connections with local communities.”
Separately, BKT has signed a five-year agreement with the Royal Spanish Football Federation (RFEF), becoming the official tire sponsor of the Copa del Rey Mapfre Final and the exclusive referee sponsor across Spain’s top-tier domestic competitions.
Under this partnership, BKT branding will appear on referee kits in premier domestic fixtures, and the company will enjoy prominent exposure during one of Spanish football’s most prestigious annual events, the Copa del Rey final. This deal will run through 2030, extending BKT’s influence beyond clubs and leagues to include institutional and officiating representation.
The dual agreements highlight BKT’s long-term strategy of leveraging football as a high-visibility platform for brand growth, particularly in markets where the sport enjoys massive cultural resonance and viewer loyalty.
These moves further expand BKT’s broader global sports portfolio, which spans cricket, rugby, and motorsports. In addition to its Spanish football presence, BKT has previously partnered with France’s Ligue 1 and remains a long-term sponsor of European rugby’s Six Nations Championship and The Hundred.
LALIGA’s commercial ecosystem also includes major partners such as EA Sports, Sportsbet, Moeve, Bitget, CoinW, Riyadh Season, Mondelēz, and Bloomsbury Football—reflecting the global appeal and marketing reach that BKT continues to tap into.
