BKT takes Title Sponsorship of Coupe de la Ligue

Vive la France! Coupe de la Ligue, the prestigious French soccer cup, has now been rebaptized to Coupe de la Ligue BKT. The reason for this? BKT is now the official sponsor of the cup. And this begs the question: What do a French soccer cup and BKT, a major player in the international Off-Highway tire market, have in common? To figure this out, we had a chat with the Managing Director of BKT Europe, Lucia Salmaso.

Photo: CEO of BKT Europe Lucia Salmaso, Chairman and CEO of BKT Arvind Poddar
and CEO of Ligue de Football Professionnel Didier Quillot.

According to Salmaso, there isn’t just one reason why BKT chose to sponsor Coupe de la Ligue: “When you think of it, BKT and a soccer team aren’t that different. We share some core values and philosophy. Working together as a team in order to reach the goals set, is paramount in both business and athletics. Furthermore, both need to foster a positive environment with the ability to innovate and develop to reach new heights.”

From a strategic point of view, the Managing Director highlights the importance of getting closer to France – one of BKT’s key European markets. Salmaso stresses that BKT first and foremost wants to create a close bond with clubs and supporters during major events: “This will help us to improve the reputation of the BKT brand in France and allow us to generate new opportunities in the French market.”

When it comes to BKT’s brand visibility, nothing is left to chance. With this partnership, the brand will have its logo present in all stadiums where the matches the take place as well as in most Coupe de la Ligue media coverage. In addition, BKT’s logo will appear on all players’ shirts, both on the sleeves and the back, on stands, advertising spaces, and stadium scoreboards and stadium screens.

When asked about BKT’s presence on social media during Coupe de la Ligue BKT, Salmaso already has a plan: “One thing is having our brand present at the soccer field during matches, but we can’t forget the digital world. Social media has come to stay and BKT will play a major part in Coupe de la Ligue’s digital activities. This is happening through the cup’s official website, in specific editorial content and social media content for soccer fans to enjoy.”

Coupe de la Ligue is one of the most popular and widely watched sports events in France. The cup is ongoing, and to learn more about BKT’s partnership with Coupe de la Ligue, please follow us on social media – Facebook, Instagram, Twitter, Youtube and LinkedIn.