French Football League Pulls in Fast Growing Tyremaker From South Asia

In a deal which seems to have little immediate link – why would a B2B Indian tyre firm sponsor a B2C French platform? – BKT will lend its name to the French League Cup for the next six seasons, up until 2024.

Didier Quillot, the LFP’s chief executive, said the deal “demonstrates the increasing appeal of the Coupe de la Ligue”, adding, “At a moment when international development is a priority for the LFP, this partnership with BKT also offers a unique opportunity to foster our links with the economic world of India.”

While financial terms have not been revealed, Quillot described BKT’s investment as “significant” and suggested the deal could help Indian broadcasters “become more familiar” with Ligue 1, France’s elite football league.

The deal comes as part of BKT’s new marketing initiative in French football, according to the company’s chairman and managing director, Arvind Poddar.

“I’m really happy with what is unfolding,” he said. “For us, sport is synonymous with engagement, determination and a strong will to win – that is to say, overcoming difficulties while respecting opponents.

“BKT is a multinational group that pays attention to the market, to new challenges and to opportunities favourable to growth and competitiveness. This is a new adventure that will reflect our tried and trusted values.”

Prior to the Coupe de la Ligue investment, BKT has an ongoing, season-long deal with Italian football’s Serie B (~US$1m) and punted on a Monster Jam Singapore partnership (US$75k) last September. This sporadic, historic approach means that the LFP deal has really come out of the blue. But the dual-listed firm (BSE and NYSE) has deep pockets with turnovers of US$530m and net profits of US$150m (2016/17).

BKT has stated that it is striving for a 3% market share in the global OTR tire segment by 2020, 4% by 2025, with a long-term goal of 10% global share. As a B2B manufacturer, handled well Sponsorship should enable them to build status in the brand itself, and incentivise channel partners and franchisees.