PARIS: The French Football League (LFP), organising body for club football in France, has announced BKT, leading Indian manufacturer of off-road tyres, as the new title sponsor of the Coupe de la Ligue knockout competition.
While financial terms were not disclosed, this is certainly the most significant investment made by an Indian company in French football, and arguably among the biggest in international football as well.
A world leader for off-highway tires used in specialist segments like mining, earthmoving, agriculture and gardening, BKT will be the Coupe de la Ligue’s naming partner for the next six seasons (2018/2019 Ã 2020/24).
From now on, the competition will be known as ‘Coupe de la Ligue BKT’.
A new player in the world of sports sponsorship in France, BKT have partnered up as part of their long-term plans involving French football and, more specifically, the Coupe de la Ligue.
Didier Quillot, LFP chief executive, commented: “The LFP is very happy to welcome BLT as naming partner of the Coupe de la Ligue. This agreement demonstrates the increasing appeal of the Coupe de la Ligue. At a moment when international development is a priority for the LFP, this partnership with BKT also offers a unique opportunity to foster our links with the economic world of India. This is in fact the first time that an Indian company has made a significant investment in football. With the help of BKT, we hope to get Indian broadcasters to become more familiar with Ligue 1 Conforama.”
Arvind Poddar, BKT chairman/managing director, stated: “As of today (Wednesday), we are undertaking a new marketing initiative in the world of French football.
“I’m really happy with what is unfolding. For us, sport is synonymous with engagement, determination and a strong will to win – that is to say, overcoming difficulties while respecting opponents.
“BKT is a multinational group that pays attention to the market, to new challenges and to opportunities favourable to growth and competitiveness. This is a new adventure that will reflect our tried and trusted values.”
Wednesday’s announcement of the deal coincided with the draw for the round of 32 in this season’s Coupe de la Ligue, which features clubs from France’s top three divisions.
