BKT, the automotive tyre firm, has renewed and expanded its long-running partnership with rugby union’s United Rugby Championship (URC) until 2030.
Already the title sponsor of the 16-team competition in the northern hemisphere, BKT now also becomes the URC’s official global tyre partner, extending its presence across all championship territories – Ireland, Italy, Scotland, Wales, and South Africa.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The new four-year agreement marks the continuation of a relationship that began in 2022 and will span a total of eight seasons.
Over the coming campaigns, the two parties will collaborate on dedicated activations across all URC markets, as well as exclusive experiences, matchday initiatives and grassroots rugby development projects.
In South Africa, local telecoms giant Vodacom holds title sponsorship rights.
The URC was rebranded from the Pro14 in 2021, with the addition of South African teams.
The extension was struck ahead of the start of the competition's 26th season, which begins on September 25.
BKT has built a significant presence in rugby and has sponsored the major Six Nations tournament since 2025.
In other sports, meanwhile, the brand has partnerships in place with Spanish soccer’s LaLiga, Italy’s second-tier Serie B (as title sponsor), and Euroleague Basketball (as title sponsor of the EuroCup).
