Sport is always good, including for India-based tyre company BKT.
The multinational group, which makes the tyres that grace many of Northern Ireland’s tractors, is taking stock after two years of investing in French football.
A survey by a CSA Research panel has revealed that BKT recorded brand awareness of 17 per cent among football fans after two years title sponsorship of the Coupe de la Ligue BKT.
The company, a leading manufacturer of off-road tyres and the first Indian business to involve itself in French football, considers this to be an excellent result.
The awareness is driven mainly by television coverage and increasingly TV advertising.
BKT also took over the sponsorship of Ligue 2 in France this season with an agreement that lasts until June 2024.
“We are very satisfied with this experience which has enabled us to stand out from the crowd,” said Lucia Salmaso, CEO of BKT Europe.
“There is no doubt that the increase in brand awareness has helped us increase the sales of our products in France. We have benefitted greatly from this.”
Despite the Covid-19 pandemic, the passion for football in France has been undimmed, says BKT.
“Ligue 2 has been chosen because it allows us to reach all the provinces, the local areas where we can get much closer to our end users: farmers,” added Lucia Salmaso.
“In addition, Ligue 2 is built around its regularity with a high number of scheduled games, and around the passion and bond with the local territory.
“We love this strategy, the same we used when we selected the title sponsorship of the Serie BKT in Italy. The two championships are very similar.”
In addition to French football, BKT sponsors the Spanish La Liga soccer championship and Italy’s second-tier football championship, two European basketball leagues, six Indian cricket teams and the Australian cricket league, and the local hockey team closest to its European base in Italy.