BKT and LALIGA Extend Strategic Partnership Through 2028 with Focus on Europe and Latin America.

Roger Hampel

Image: LALIGA

Balkrishna Industries Limited (BKT) and LALIGA have officially renewed their long-standing commercial partnership for three additional seasons, extending the collaboration through the 2027/28 campaign. BKT will continue as the Official Tyre Partner of LALIGA in Europe and Latin America—two of the sport's most commercially active and culturally embedded regions.

Strategic Focus: Europe and Latin America BKT LALIGA

Since the partnership's inception in 2019/20, both organizations have emphasized long-term alignment on regional impact and audience engagement. The renewed deal marks a symbolic nine-season collaboration and reflects BKT’s decision to deepen its presence where football plays a central cultural role.

“We’ve decided to focus our presence in Europe and Latin America, two core markets for BKT, where football is a universal language and a powerful vehicle to connect with people,”said Lucia Salmaso, Managing Director of BKT Europe.“Our goal is to turn visibility into tangible value through initiatives that directly involve fans and create bonds with local communities.”

Visibility, Innovation, and Fan Engagement

The agreement includes virtual LED and 3D carpet advertising placements during away matches of top Spanish clubs such as Real Madrid, FC Barcelona, and Atlético de Madrid. These advertising assets will maintain BKT’s strong visual presence throughout the league’s broadcast footprint.

Additional initiatives will include interactive fan activations, contests, and collaborative CSR projects developed in partnership with LALIGA.

“For LALIGA, it is a source of great satisfaction to renew our alliance with BKT, a strategic partner that shares our values and vision,”stated Jorge de la Vega, General Manager of Business at LALIGA.“This consolidated collaboration is a testament to our mutual commitment to keep generating value, innovating, and connecting with millions of fans worldwide.”