BKT Tires, the Indian tire manufacturer, has expanded its partnership with Euroleague Basketball to become the new title sponsor of the EuroCup second-tier club competition.
As part of a renewed three-year agreement, the brand will also continue to serve as a premium partner of the top-tier EuroLeague.
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BKT will replace snack brand 7Days, which held naming rights to the EuroCup since the 2016-17 season.
7Days was the competition’s first title sponsor.
Long-standing partner Turkish Airlines holds naming rights to the EuroLeague, with its present deal running until the end of the 2024-25 season.
Through the expanded deal, BKT will promote its brand across all games in both competitions through in-arena, broadcast, and social media platforms.
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By GlobalDataBKT has had a partnership with Euroleague Basketball for the past three years.
During that period, the two parties have also collaborated on several community initiatives.
Paulius Motiejunas, Euroleague Basketball's new interim chief executive, said: "Euroleague Basketball's fast-growing relationship with BKT has resulted in this exciting agreement to have one of our newer partners join its name to a top-level competition such as the EuroCup.
"BKT's goal of making an impact beyond brand visibility has clearly been met through our strong collaboration in communities and connecting with young people. We will continue to help each other strengthen those impacts going forward."
Motiejunas was announced as Euroleague Basketball’s new acting chief executive for the 2023-24 season last month (June) to replace Marshall Glickman, who also served in the role on an interim basis for the 2022-23 season.
BKT has developed a strong presence across several major sports and recently extended its title sponsorship of French soccer's second-tier Ligue 2 for another four seasons.
Earlier this year, the brand also announced partnerships with seven teams from Twenty20 domestic cricket’s Indian Premier League for the 2023 campaign.
It also has deals in place with properties such as Spanish soccer’s LaLiga, the 2023 Rugby World Cup in France, and United Rugby Championship.
