LUDHIANA: Balkrishna Industries Limited (BKT), India’s leading manufacturer of off-highway tires, has signed on with Kila Raipur Sports Festival as the presenting partner for its 83rd edition. This will be BKT’s first year as partners for the marquee event.
As title sponsors, BKT’s association with Kila Raipur Sports Festival will range across areas including promotion and branding. Besides naming rights, BKT will also be undertaking extensive branding at the event including flex boards and wall painting. BKT will be displaying its wide range of products at the venue and shall be distributing unique giveaways to the visitors during the three-day event.
Popularly known as the Rural Olympics, Kila Raipur Sports Festival is held annually in Kila Raipur (near Ludhiana), in Punjab. Competitions are held for major rural sports, including tractor race, dog race, mule race, cart-race, athletic events and tug of war.
Today, this festival of the rustics attracts more than 4,000 sportsmen and women, both of recognised and traditional sports. The three-day event is expected to draw over a million spectators. From 1-3 February onwards, Ludhiana will become the destination for hundreds of sports enthusiasts, including those from other countries. They will come to Kila Raipur to see the special breed of bullocks, camels, dogs, mules and other animals competing in competitive events.
Expressing his views about this initiative, BKT Joint MD Rajiv Poddar said: “Kila Raipur Sports Festival is one of the most-awaited rural sports festivals of the year and we are thrilled to associate with them. With a star-studded line-up and much anticipation, the festival is sure to create a lot of buzz. With BKT as the presenting partner, festival visitors will have easy and affordable access to our mobility solutions ranging from off-highway to tractor tires.”
Grewal Sports Association President Gyan Singh added: “We are delighted to have BKT on board as the presenting sponsor for 83rd BKT Kila Raipur Sports Festival taking our competition to the next level. They are trendsetters in the off-highway tire segment and one of the leading brands in the country and we intend to jointly give fans an ultimate event experience. We are sure they will add immense value to this festival and vice versa and we look forward to kick starting this association.”
This is BKT’s second major sports sponsorship in India after announcing its association with the Pro Kabaddi League (PKL) during its sixth season, which ended earlier this month in which the company’s logo could be seen in seven team jerseys at a reported aggregate value of Rs 21 million.
