Indian tyre maker BKT takes title sponsorship of French League Cup

September 13 – France’s Ligue1 has announced India’s BKT as its title partner for its Coupe de la Ligue (League Cup) in a six-season deal taking the Indian tyre maker through to the end of the 2023/24 season.Announced at the draw for the round of 32 of the League Cup, the sponsorship begins with this season, as is estimated to be worth €3 million per season for the league.

Didier Quillot, executive director of the LFP said: “This agreement demonstrates the growing attractiveness of the League Cup at a time when international development is a priority for the League Cup. The partnership with BKT offers a unique opportunity to build relationships with the Indian business world, the first time an Indian company has made a significant investment in football, and with the help of BKT we hope to make the Ligue 1 Conforama better known to Indian broadcasters.”

The LFP has title sponsorships for both its top tier leagues. Last April 2017, Ligue 1 linked with Conforama in a three-season agreement worth € 25 million. In 2016 Domino’s Pizza became the title partner of Ligue 2 in a four-season deal.BKT had a turnover of $900 million in 2017 and is looking to develop its brand internationally, while Quillot said he hopes the sponsorship will “raise awareness of Ligue 1 among Indian broadcasters” and within the 1 billion Indian population.

Arvind Poddar, president and CEO of BKT said: “We are adopting a new marketing initiative in the world of French football, I am really happy with what is happening. For us, sport is synonymous with commitment, determination and strong a desire to win, that is to say, to overcome any difficulty in respecting the competitor. BKT is a multinational group that is attentive to the market, new challenges and the constant search for opportunities for growth and competitiveness.”

Good timing

Last week the LFP renewed its partnership with Swiss watchmaker TAG Heuer for a further three years.

TAG Heuer will continue to be the official timekeeper the LFP’s competitions including of Conforma Ligue 1. No value was given for the renewed deal.

TAG Heuer’s chief executive Jean-Claude Biver added: “It is an environment that offers us many opportunities in terms of visibility. We collaborate with teams, athletes and leagues. This French partnership is particularly close to my heart because it allows us to be visible in a country that is the cradle of luxury.”

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