Balkrishna Industries Ltd. (BKT) will be the title sponsor of French soccer league Ligue 2 for the 2020/2021 season.
"We are happy to continue our adventure within French football," says Lucia Salmaso, managing director of BKT Europe.
"This new sponsorship perfectly falls under the growth strategy of our brand awareness. We are already the title sponsor of the second Italian football sponsorship. Starting (this season), we will do the same in France - getting closer to our users, the farmers, and sharing with them the passion for football and sport."
This past November, BKT and OK Tire Stores Inc. announced their sponsorship of Curling Canada, an association that governs curling championships.