The new three-year agreement confirms the brand’s willingness to invest in sport.
BKT Tires doubles down on its passion for basketball with a new three-year agreement with Euroleague Basketball. In fact, the brand, for three years now a premium partner of the Turkish Airlines Euroleague, will also be the new title sponsor of the EuroCup. Therefore, starting with the 2023-24 season, the leading international off-highway tyre company will target basketball fans throughout Europe in an even more significant way by offering them special activities inside and outside the arenas. The BKT EuroCup is thus preparing for many new developments, all dedicated to the fans. A relationship, the one between BKT and Euroleague Basket, that perfectly embodies the motto “Growing Together”. The close collaboration continues to improve year after year both through numerous initiatives and through CSR projects like the “One Team-BKT Legacy Project” that recently saw the inauguration of two basketball courts in Athens and, last year, the renovation of a school gymnasium in Istanbul. The new BKT EuroCup perfectly expresses all the values that BKT Tires bases its brand identity on, committing to transmit them via its sponsorships and in its daily work. The goal will also obviously be to make the European cup increasingly more sought-after and prestigious. The journey has just begun. Lucia Salmaso, CEO BKT Europe: “The collaboration with Euroleague Basketball is strengthened with this new and stimulating title sponsorship. The BKT EuroCup will allow us to be even more present on the European basketball scene and we, as we always do, will work every day to exalt the passion of the fans with our activities. We are ready for this new adventure”. 