BKT renews its partnership with Euroleague Basketball and becomes the title sponsor of the new BKT Eurocup

Posted On: July 10, 2023
Posted By: Winston Ferguson

The trick of BKT does not stop: the Indian multinational specializing in the production of Off-Highway tires has decided to take another step forward in the sports field, giving a new and deep meaning to the strategic partnership with Euroleague Basketball, which began only three years ago.

In fact, BKT renewed its three-year Premium Partnership with Euroleague Basketball and invested in the EuroCup tournament as its title sponsor. The new EuroCup BKT will have a new format that will make the competition even more exciting and will see the multinational engage in activities that will directly engage the fans. As a Premium Partner, BKT will continue to support the EuroLeague, promoting its brand at all matches of both competitions through in-arena and social media platforms.

The renewal of the partnership between BKT and EuroLeague has a common goal to go beyond simple sponsorship. True to its motto “Growing together”, BKT wishes to contribute to a series of initiatives in the name of inclusion and sustainability, reaching out to youth and local communities to make their mark on society. Just last June, BKT and EuroLeague Basketball, as part of the Corporate Social Responsibility One Team-BKT Legacy Project program, contributed to the renovation of two basketball courts in Athens, which will now be available to the entire community. In addition, to promote a common sustainability goal, BKT made its presence felt at three editions of the Turkish Airlines EuroLeague Final Four – in Cologne, Belgrade and Kaunas – by donating bicycles to social organizations in the same cities. The initiative not only served to support local One Team programs, but also to promote healthy habits and sustainable mobility.

“We are excited about the growth path we are following with Euroleague Basketball and the recognition we are experiencing among the fans of this beautiful sport, their enthusiasm prompted us to invest in the BKT EuroCup.” – he comments Lucia SalmassoCEO of BKT Europe. “A key part of our partnership is the opportunity to take part in the charitable initiatives supported by EuroLeague Basketball’s corporate social responsibility program. In the past, BKT has already supported projects aimed at improving the living conditions of many children and teenagers by collaborating on the renovation of common play areas. We are ready to support initiatives of this type with renewed enthusiasm: cooperation with the sports world also means this to us. Leave a mark on communities.”

After all, BKT is so present in the sports world – in different countries of the world and in many sports, such as football and rugby – precisely to easily reach its users directly on the pitches or in their homes, even in moments of fun and carefree, making a specific commitment to convey the values the company strongly believes in, such as inclusion, collaboration, passion and respect.

Goals shared by Paulius Motiejunas, CEO of Euroleague Basketball, who states: “Euroleague Basketball’s rapidly growing relationship with BKT has led to this exciting agreement which sees one of our newest partners join its name with a high level of competitions such as the EuroCup. BKT’s aim to have an impact beyond brand visibility has clearly been achieved through our strong partnership in communities and reaching out to young people. We will continue to help each other to enhance this impact well into the future.”

BKT is waiting for all the fans and enthusiasts on the basketball courts for a new and exciting season.