BKT renews its sponsorship as Title Sponsor of Serie BKT until 2028, thus consolidating its commitment with Lega Nazionale Professionisti B (LNPB) in Italy. This highlights BKT’s presence and support for Italian football, by actively contributing to the popularity and development of young talents in the second professional division of the Italian men’s football league.
Since 2018, when BKT went into this partnership, sponsoring brought the brand, its values and activities to 41 Italian cities. In the upcoming sports season, four new cities will enlarge even more the territory in which the BKT Series is to be played. This territorial expansion, expands the fan base and amplifies the opportunity to engage more deeply with local communities, including BKT’s main target audience: farmers and their families. This growth has enabled BKT – with the support of the LNPB – to thus approach an ever-wider audience, enhancing the shared commitment to promoting soccer nationwide and to improving the sporting experience for both fans and communities, including rural ones where soccer can provide a gathering point and social cohesion.
Not only football as such
In addition to its role as Title Sponsor, BKT has enriched the fan experience through initiatives such as the BKT Premia contest, which has had more than half a million entries (519,739) since 2020. Not only does this contest amplify the enthusiasm during game days by providing prizes ranging from official and autographed team jerseys to game balls, but it also offers unique experiences to enjoy with one’s favorite team. Each game event turns into an opportunity for the fans to connect more deeply with their favorite team, increasing direct interaction and a sense of belonging. Not only does BKT position itself as an active sponsor through these activities, but also as a promoter of more vibrant and engaging participation in the Serie BKT, contributing significantly to positive brand visibility and image.
This commitment to active participation is also reflected in BKT’s corporate social responsibility initiatives. A significant example is the “Fattore Campo” (field factor) project, through which BKT donates new sports and leisure spaces to the cities in the BKT Series. Not only do these efforts improve sports infrastructure, but they also enrich the quality of life of local communities by creating gathering points and social cohesion. This way, BKT extends its support beyond the playing field, touching the daily lives of fans and their families, many of whom belong to the agricultural sector that BKT serves.
Lucia Salmaso, Managing Director, BKT Europe: “BKT’s dedication to social initiatives such as Fattore Campo and its determination to contribute to the betterment of local communities reflect the deep commitment that has accompanied the company throughout our long-running partnership with Lega Nazionale Professionisti B. Now, we are ready to look towards the future by setting new ambitious goals, renewing our commitment to support the Italian football scene, and the world of sports in general for the coming seasons.”
