This partnership, which began during the 2019-2020 season, will now mark the symbolic milestone of nine consecutive seasons, underscoring the strength and strategic nature of the established relationship. Starting from the 2025/26 season, BKT will serve as the Official Tire Partner of LALIGA in Europe and Latin America (LATAM), focusing its presence on two strategic regions where football is deeply rooted in culture and where the company seeks to further enhance its visibility.
“We have chosen to concentrate our presence in Europe and Latin America, two fundamental markets for BKT where football speaks a universal language and is a powerful vehicle for connecting with people. Our goal is to turn visibility into tangible value through initiatives that engage fans directly and create connections with local communities,” says Lucia Salmaso, Managing Director of BKT Europe.
“For LALIGA, we are satisfied to renew our alliance with BKT, a strategic partner that shares our values and global vision. This well-established collaboration is a testament to our mutual commitment to continue creating value, driving innovation, and connecting with millions of fans around the world in the years to come”, said Jorge de la Vega, Commercial Director General of LALIGA.
The new agreement will provide BKT with field side visibility through virtualized LED and 3D carpets, digital spaces that can be seen during away matches of top Spanish clubs like Real Madrid, FC Barcelona, and Atlético Madrid, in addition to opportunities to develop fan-oriented initiatives such as contests and brand activations. Moreover, there will be CSR projects in cooperation with LALIGA, maintaining and strengthening the ongoing commitment and partnership between the two organizations.
BKT considers sport sponsorship not only a branding tool but rather an opportunity to generate a positive impact in communities and convey authentic values. The partnership with LALIGA fits into a broader strategy that includes Serie BKT in Italy, Ligue 2 BKT in France, and numerous global initiatives in sports and motorsports.
