The United Rugby Championship has this morning announced that BKT, one of the world’s largest manufacturers of tires for agricultural, industrial and construction machines, has become the league’s northern-hemisphere title sponsor until 2025.
From today the league will be known as the ‘BKT United Rugby Championship’ in the northern hemisphere.
Alongside Vodacom, the league’s title sponsor in South Africa, BKT will hold naming rights for the league in all territories outside of South Africa and will play an integral role in the continued growth of the United Rugby Championship.
The news follows on from the league’s recent announcement that the 2021/22 season smashed broadcast records in reaching an audience of 34.6 million, and ahead of another major sponsorship announcement expected in the coming days.
A global company in over 160 countries, with its headquarters in Mumbai, India, BKT has business units in Europe and North America that support distribution partners in local communities all across the world.
BKT is a partner of the Rugby World Cup in France next year, of the Indian Premier League in cricket and of La Liga in Spain so comes with a strong sporting pedigree. It is a big win for the URC.
The partnership deal between URC and BKT has been facilitated by Havas Sports & Entertainment Italy (HSE), Havas Media Group’s team of sports marketing professionals.
“Attracting a global partner of BKT’s scale speaks to the appeal of rugby and to the diversity and identity of our league,” said URC CEO Martin Anayi.
“The success of our debut season as URC caught the imagination of fans and the interest from potential partners has really come to life.”
“BKT want to grow together and they believe in our vision of creating a league where world-class rugby is matched by an off-the-field purpose that connects with our fans and communities.”
“As a brand BKT are passionate about teamwork and tradition while their forward-thinking approach to research and development and international expansion is geared at keeping them at the top of their industry. These are fundamental values in rugby and establish a great foundation for us to create a game-changing partnership.”
“We are so proud to be Title Sponsor of URC, a league recognized around the world with a mission to grow rugby that reflects and promotes the values which are at the basis of our activities,” added Lucia Salmaso, BKT Europe CEO.
“BKT will support the URC and its fans with its positive attitude, its passion for sports and its enthusiastic ideas, by engaging and including the whole audience. We will do our best to ensure that this partnership could only be the beginning of a stimulating adventure to live and an opportunity for Growing Together. I think we are a great match and team.”
