BKT renews EuroCup sponsoring

Indian multinational company BKT tires has taken another step forward in sports, providing a fresh and meaning to its strategic partnership with EuroLeague Basketball, which started just three years ago. The three-year agreement marks further growth for BKT in the world of sports, enabling the company to increase its visibility and to enhance its commitment to social matters.

BKT has renewed the three-year Premium Partnership with EuroLeague Basketball and has invested in the EuroCup tournament, becoming its Title Sponsor. The new EuroCup BKT will have a new format, making the competition even more exciting, and the multinational company will engage in activities directly involving fans. As a Premium Partner, BKT will continue to support EuroLeague, promoting the BKT brand at all matches of both competitions in the arena and on social media platforms.

The renewal of the partnership between BKT and EuroLeague has the shared goal of going beyond the mere sponsorship. True to its motto “Growing together”, it is BKT´s intention to contribute to a series of initiatives under the banner of inclusion and sustainability, connecting with youth and local communities to make its mark on the society.

Last June, BKT and EuroLeague Basketball contributed to the renovation of two basketball courts in Athens that will now be available to the entire community as part of the Corporate Social Responsibility Program One Team-BKT Legacy Project. To promote a shared goal of sustainability, BKT has also shown presence at three editions of the Turkish Airlines EuroLeague Final Four in Cologne, Belgrade, and Kaunas by donating bicycles to social organizations in these cities. Not only did the initiative aim at supporting local One Team programs, but also at promoting healthy habits and sustainable mobility.

“We are excited about the path of growth we are taking with EuroLeague Basketball and the accreditation we are finding with the fans of this beautiful sport. Their enthusiasm prompted us to invest in the BKT EuroCup,” comments Lucia Salmaso, CEO of BKT Europe.

“A key part of our partnership is the opportunity to participate in the solidarity initiatives supported by EuroLeague Basketball’s CSR program. Already in the past, BKT supported projects that aimed at improving the living conditions of numerous children and young people by collaborating on the renovation of common playing areas. We are ready to support such initiatives with always renewed enthusiasm. This is actually one of the meanings that collaborating with the world of sports has for us: Leaving a mark in the communities.”

After all, BKT shows a strong presence in the sports world in different countries around the world and in numerous sports, such as soccer and rugby for the purpose of easily reaching its users directly in stadiums or at their homes, even in moments of fun and cheerfulness. The concrete commitment is to transmit the values in which the company strongly believes such as inclusion, collaboration, passion, and respect.

These goals are also shared by Paulius Motiejunas, CEO of EuroLeague Basketball who states, “EuroLeague Basketball’s rapidly growing relationship with BKT has led to this exciting agreement. We are happy to see one of our newest partners join its name to a high-level competition as the EuroCup. BKT’s goal of making an impact beyond brand visibility has been clearly achieved through our strong cooperation in the communities outreaching young people. We will continue to help each other strengthen this impact in the future.”