The French Football League (LFP), the organising body for club soccer in France, has announced BKT as the new title sponsor of the Coupe de la Ligue knockout competition.
BKT, an Indian manufacturer of off-road tyres, will lend its name to the domestic cup property for the next six seasons, up until 2024. From now on, the competition will be known as 'Coupe de la Ligue BKT’.
Didier Quillot, the LFP’s chief executive, said the agreement “demonstrates the increasing appeal of the Coupe de la Ligue”, adding: “At a moment when international development is a priority for the LFP, this partnership with BKT also offers a unique opportunity to foster our links with the economic world of India.”
While financial terms have not been disclosed, Quillot described BKT’s investment as “significant” and suggested the deal could help Indian broadcasters “become more familiar” with Ligue 1, France’s top division.
The agreement comes as part of BKT’s new marketing initiative in French soccer, according to the company’s chairman and managing director, Arvind Poddar.
“I'm really happy with what is unfolding,” he said. “For us, sport is synonymous with engagement, determination and a strong will to win - that is to say, overcoming difficulties while respecting opponents.
“BKT is a multinational group that pays attention to the market, to new challenges and to opportunities favourable to growth and competitiveness. This is a new adventure that will reflect our tried and trusted values.”
Wednesday’s announcement of the deal coincided with the draw for the round of 32 in this season's Coupe de la Ligue, which features clubs from France’s top three divisions.