Pisa, 28 June 2024 – Now it’s official. The collaboration between Lega Nazionale Professionisti B (LNPB) and BKT, leader in the Off-Highway tire market, continues, which will still be the Title Sponsor of the BKT Series. The renewal of the partnership has been signed for the next four-year sports period 2024-2028, after the previous three-year periods 2018-2021 and 2021-2024, which confirms the ever-growing interest that the “Italian Championship” receives and a consolidated bond between the parties and which is based on shared values and principles such as the connection with the territory and attention to social issues. The renewal of the partnership is the perfect conclusion to a season concluded with the highest goal average of the last five years (2.52), the highest average spectators of the last ten years (9,982 people per game) and a record audience of 600 thousand spectators in front of the TV every day. Over the last six years, a synergy has been created that has allowed BKT to carry out social campaigns and initiatives on the fields of the highest level, such as the BKT Series MVP Trophy, the BKT Football Truck and the inaugurations of the winning projects of Fattore Campo in the cities of Lecce, Cosenza and Como, which will soon be enriched with those of Palermo, Bari and Catanzaro. Furthermore, the BKTpremia contest, which accompanies fans year after year, and which has recorded more than half a million plays since 2020. In this way, a deep-rooted connection has been created with all the clubs, fans and enthusiasts, the beating heart of the entire ecosystem and emblem of the territories that the championship proudly represents. This proximity to the territory has led to important results: today, BKT has become the brand most linked to the championship, with the majority of fans now recognizing the company as a leader in its market. BKT is among the world’s leading tire manufacturers for the specialist sectors of agricultural, construction and industrial machinery and in the earthmoving, port, mining, ATV and gardening sectors. The partnership that gave its name to the BKT Series in 2018 was the first of a series of investments around the world with the aim of embracing and conveying the positive values of sport – the multinational is also Title Sponsor of the Ligue 2 BKT in France , the BKT World Curling Championship in Canada, the BKT EuroCup and the BKT United Rugby Championship in Europe. The company is also a partner of LaLiga, EuroLeague Basketball and Big Bash League. Lega B and BKT also reconfirm their trust in Havas Play, the network that focuses on sports marketing and fan engagement. The agency has accompanied BKT’s journey in the world of sport since its first sponsorship in Europe, with the planning, execution and measurement of the activities carried out. Lucia Salmaso, CEO of BKT Europe: “The renewal of our partnership with Lega Serie B represents a significant moment for BKT. We are proud to be able to continue to support a championship that embodies values such as commitment, passion and attention to the territory, which perfectly reflect our company philosophy. The six years that have just passed are the result of a synergy that has allowed us to grow together and create a significant impact both on and off the pitch. This is what allows us to look to the future and the next four years of collaboration with pride, with the aim of making the BKT Series increasingly engaging and exciting.” Mauro Balata, President of Lega Serie B declares: “We are extremely happy and proud to continue a virtuous and successful path with a brand of international prestige like BKT. The renewal of the partnership demonstrates the great attractiveness of our championship, now recognized throughout the world thanks also to the visibility in 56 countries, and the strong unity of intent in planning, together with Havas Play, highly engaging campaigns in our territories that can bring the Series BKT towards new sporting and social horizons”. Stefano Spadini, CEO of Havas Media Network: “This renewal represents an important step in the joint commitment to promoting the values of sport. We are happy to be partners of these two companies and to continue working together to enhance the experience of all parties involved, from the brand to the athletes and the fans.”
M.B.
