Automotive tire brand BKT has expanded and extended its association with top-tier men's Spanish soccer.
Through two separate deals unveiled in the last few days, BKT has extended an existing deal with the top LaLiga division through until 2028, while also becoming a sponsor of referees in other competitions run by the country's RFEF governing soccer body, for the next five seasons.
The RFEF tie-up will see the BKT brand continue to adorn the match kits of referees in LaLiga until 2030, while it will also become the tire partner of the final of the Copa del Rey knockout competition during that cycle.
The LaLiga deal, meanwhile, involves BKT extending its deal as the league's tire partner in both Europe and Latin America, through to the end of the 2027-28 campaign.
The brand first came in as a partner of the 20-team men's LaLiga in August 2019, with the last tie-up between the two parties having been announced in May 2022, for the next three seasons (until the end of the 2024-25 campaign). That deal has been valued by GlobalData Sport at $5 million per year.
Jorge de la Vega, LaLiga's executive managing director, has said: "BKT is a strategic partner that shares our values and vision. This solid collaboration demonstrates our mutual commitment to continue generating value, innovating, and connecting with millions of fans around the world."
Other significant LaLiga commercial partners include main sponsor EA Sports, as well as Puma, San Miguel, Riyadh Season, Panini, and Sorare (all global partners).
Lucia Salmaso, managing director at BKT Europe, added: "We’ve chosen to focus our presence on Europe and Latin America, two key markets for BKT where football serves as a universal language and a powerful vehicle to connect with people."
In terms of its soccer deals, BKT has also had a deal in place with France's second-tier Ligue 2, while elsewhere it has a long-term agreement with European rugby union's Six Nations.
The RFEF, meanwhile, recently announced the long-term extension of its partnership with Halcón Viajes, a brand of the Ávoris Corporación Empresarial (ACE) tourism and travel group.
