BKT Extends Partnership with Big Bash League
Renowned Indian tire brand BKT, a prominent figure in the realm of global sports sponsorship, has solidified its partnership with Australia’s cricket Big Bash League (BBL), extending their collaboration until at least 2025.
BKT initially joined the BBL in 2018 as a league supplier, swiftly ascending to the esteemed status of a league partner. With this new three-year agreement, BKT is set to become one of the BBL’s longest-standing commercial collaborators, firmly cementing its commitment to the league.
The core of BKT’s sponsorship activation strategy revolves around the coveted ‘BKT Golden Bat’ and ‘BKT Golden Arm’ caps. These prestigious awards are bestowed upon the most prolific batsman and bowler, based on their exceptional performances in runs and wickets throughout the season.
Alistair Dobson, General Manager for the BBL at Cricket Australia, expressed his enthusiasm, stating, “The BKT Golden Arm and BKT Golden Bat caps have become a key component of the Big Bash experience, and we’re excited for them to continue to play a key role in celebrating the performances of the world-class players we have across both leagues.” He also extended his gratitude to long-term partners like BKT for their significant contribution to the Big Bash.
Rajiv Poddar, Joint Managing Director of BKT, emphasised their shared passion for the sport and their commitment to enhancing the cricket experience. He stated, “It has been an honor to grow alongside the BBL. Australia has remained a key market for us for over a decade, and we are eager to strengthen our collaboration, in harmony with our ‘Growing Together’ philosophy.”
This partnership renewal comes on the heels of lifestyle and sportswear brand Mitchell & Ness recently signing an exclusive deal as the on-field and supporter headwear partner of the BBL for the next two seasons.
The upcoming cricket season is set to kick off with the women’s WBBL on October 19, followed by the men’s BBL campaign commencing on December 7.
BKT’s extensive commercial footprint spans various sports and regions, highlighted by its title sponsorships of Ligue 2 and Serie B, the second tier of club football in France and Italy, as well as holding the esteemed position of Global Partner for Spain’s LaLiga.
Beyond football, BKT has a strong association with curling, serving as the title sponsor for the World Curling Championships held in Canada, and has also lent its name to European club basketball’s EuroCup competition. As Premium Partner of the top-tier Euroleague, BKT continues to make its mark in the world of basketball as well. The United Rugby Championship in the northern hemisphere also boasts BKT as one of its key partners.
