Spanish football league La Liga has appointed Indian tire brand BKT as its official global partner until 2022.
The partnership is part of La Liga's effort of trying to internationalise, striking rights deals with key distributors in the US and Asia and growing its global team from 60 to 600 in just a few years.
“BKT has always recognized the power of sport in speaking to their key stakeholders," said Jose Antonio Cachaza, the managing director of La Liga India.
"We are very excited to be welcoming BKT, a brand that share the same values as LaLiga, as our partner for the next three years. I’m sure that, together, we’ll be able to bring LaLiga closer to our fans over the world while our brands keep growing internationally.”
BKT currently also sponsors the French “Coupe de la Ligue BKT” football competition until June 2024, as well as the Australian cricket championship with the KFC Big Bash League.
The Drum recently caught up with La Liga's head of marketing Russell Tan to outline plans for the region.