Balkrishna Industries Ltd. (BKT) is the new title sponsor of the United Rugby Championship. The contest is now known as the BKT United Rugby Championship.
The championship "is the most diverse club rugby tournament in the world," according to BKT officials, who add that the sponsorship will help BKT reach a "huge fan base," including people living in rural areas and "working daily in BKT's key industries of agriculture, industry and construction.
"This is a huge opportunity to engage them and communicate with the emotional language of sport."
