Sponsorship: BKT invests in sport

The “Serie B” league has a new sponsor; BKT, an Indian multinational specialized in the production of Off-Highway tyres. The partnership was signed at the end of June at Torneria Tortona, in the centre of Milan, between the national professional Serie B league and the Indian brand. By virtue of this agreement, “Serie B” changes its name; starting this season and for the next two (up to and including 2020/2021), it will be called “Serie BKT”. The logo will accompany the teams, the clubs and the fans on 22 Italian pitches, for the 42 days of the regular season, playoffs and playouts. “In Italy, football has always been a very popular sport, experienced with great passion and participation, so entering this privileged relationship - said Lucia Salmaso, managing director of BKT Europe - is important for us because we find a style and philosophy of thought that is our own, based on passion, loyalty, willpower and tenacity in facing the daily challenges of the market”. However, the new name of the Serie B is not the only novelty brought in by the partnership, whose objectives also include the support of young talents through activities focused on debutants, football schools and stadiums in the cities where the Serie B teams play. “This collaboration continues the path of growth and internationalization undertaken by Lega B to ensure greater economic sustainability for the clubs and to stimulate even more interest from the public. Espousing the project of a world-class company - commented Mauro Balata, president of Lega B - traces a course that will bring the Serie B increasingly on this path”. For the Indian brand, the agreement with Lega B is not its first in the world of football. The link between the most popular sport in the world and BKT is based on a long-lasting relationship. This bond is sealed not only by the testimonial by Iya Traoré, the football freestyler (a true football acrobat), but also by the custom of gifting soccer balls during the