Ligue 2 and BKT sign major naming agreement
The LFP is very pleased to announce a new, important partnership agreement with BKT, a major player in the world of off-road tires.v
After meeting on Wednesday 15 January, the LFP validated a major naming agreement between Ligue 2 and BKT. From the start of the 2020/21 season, BKT will the new sponsor of the competition, which will be named Ligue 2 BTK for the following four seasons.
With the Coupe de la Ligue, which BKT currently sponsor, to be discontinued next season, the Indian multinational wished to continue its partnership with French professional football by acquiring the naming rights of another emblematic competition in the country.
The LFP is very happy and proud to continue its association with BKT. Ligue 2 will now benefit from the many actions that have been employed by BTK in the Coupe de la Ligue, such as activation concepts that the brand implements to engage football fans.
Following the final of this season's Coupe de la Ligue BTK, the LFP looks forward to working with its partner on the next activations which will be reserved, next year, for Ligue 2 BTK.
Ligue 2 welcomes BKT!
Didier Quillot, Executive Director General of the LFP:
"We are very pleased to continue our partnership with BKT. It is also a new major sign of the growing attractiveness of French professional football, which sees a large Indian company renewing its confidence in the LFP to support its awareness with the French public. This agreement will also be an opportunity for the LFP to strengthen its ties in this strategic territory."
Lucia Salmaso, CEO of BKT Europe:
"We are extremely happy to become the title sponsor of Ligue 2 and very satisfied with the agreement concluded with the LFP. We will continue this great experience of French football together until the end of the 2023-2024 season. We are already the title sponsor of the second division in Italian, which is played in cities where agriculture - our main market as a producer of off-road tires and in particular for agricultural vehicles - is among the most important sectors. From next season, we will do the same in France, getting closer and closer to our users, farmers, not only on the agricultural field, but also on the pitch, sharing together the passion for football and sports."