The England and Wales Cricket Board (ECB), the national governing body of cricket in England and Wales, has secured a sponsorship deal with BKT Tires, a leading Indian tyre manufacturer known for its focus on performance and durability.
The partnership has named BKT the official partner of The Hundred 2024. As per the pact, the brand will be featured on the leading arm of all eight franchises participating in the men’s and women’s tournaments.
The alliance signifies a win-win situation for both parties. The Hundred, the 100-ball cricket competition, aims to broaden the appeal of cricket and attract a younger, global audience. BKT, a company experiencing rapid growth, seeks to elevate its brand recognition on a global scale, particularly among fans who enjoy fast-paced and innovative cricket formats.
Commenting on the partnership, BKT Joint Managing Director, Rajiv Poddar, said, “This partnership fully reflects the value of inclusivity we hold dear, building together both women’s and men’s teams for over five weeks. This is the result of our shared passion for this extraordinary sport, which aims to bring added value to the cricket experience.
“The Hundred has always been about innovation and attracting a new audience and BKT Tires are aligned with those aims. We look forward to working alongside them as we continue to take The Hundred to as many fans as possible across England and Wales.”
ECB Chief Commercial Officer, Tony Singh, added, “The Hundred has always been about innovation and attracting a new audience and BKT Tires are aligned with those aims. We look forward to working alongside them as we continue to take The Hundred to as many fans as possible across England and Wales.”
Throughout the season, fans can expect to see BKT’s logo prominently displayed on the sleeves of all team jerseys, alongside extensive in-venue branding and advertising across every Hundred matches.
BKT, a multinational tyre manufacturing company based in Mumbai, India, specializes in off-highway tyres designed for demanding terrains and vehicles used in mining, agriculture, and construction. Founded in 1987, BKT has become a global leader known for its commitment to quality and performance. Beyond manufacturing, BKT actively participates in sports sponsorships, partnering with leagues like the Big Bash League (BBL) and LALIGA.
The Hundred 2024 season kicks off today, marking the official launch of this partnership. The first match features the men’s and women’s teams of Oval Invincibles taking on Birmingham Phoenix.