Indian off highway tire manufacturing major Balkrishna Industries Limited (BKT) has entered a three-year agreement with Spanish Football league Laliga, under which, BKT will become the global official partner for Laliga. This will afford BKT a wider business footprint in the export markets and increase its brand value.
Commented Rajiv Poddar, Joint Managing Director, BKT, “The new initiative will reinforce our marketing strategy and strengthen our brand, globally. The game of football, with its vibrancy and dynamics, is a popular sport the world over, and a perfect medium to present the BKT brand. We believe that this tie-up will definitely give BKT a strong mileage in world markets.”
Said Jose Antonio Cachaza, Managing Director, Laliga, “BKT has always recognized the power of sport when speaking to their key stakeholders. We welcome BKT as a partner for the next three years as the brand shares the same values as Laliga, Together, we will be able to bring Laliga closer to our fans over the world, while our brands keep growing internationally.”
Besides Laliga, BKT is associated with several other sporting events worldwide. “Our most important tie-up is the 2014 agreement with the Monster Jam Circuit, the American Motorsport Show, where giant Monster Trucks fitted with BKT tires perform astonishing stunts,” informed Poddar.
He informed that Laliga attracts three billion spectators, many of whom are from the construction, mining agricultural and port industries. “BKT has a presence in 160 countries, a 6% market share, offices in Italy, US and Canada, and a range of tires for various industries and applications such as agriculture, MPT, Industrial, Construction, Earthmoving, Port, OTR, ATV, Lawn and garden and go carting, and more than 2700 SKUs. The tie-up with Laliga will bring our brand closer to potential buyers and to our customers, who will also benefit with our Spanish Football league association and branding.”
BKT with its headquarters in Mumbai has production facilities at Bhuj, Chopanki and Bhiwadi in Rajasthan, Dombivali and Aurangabad in Maharashtra. The company markets its tires in the domestic and global markets through its own national distribution channel. BKT’s product offerings include Agrimax, Forestech, Airomax, radial crane tires Multimax, radial MPT tires, Ridemax, Radial Transport Tires, Portmax, Radial Port Tires and Earthmax, radial OTR tires.