The Italian Serie B (Lega Nazionale Professionisti Serie B), the second-highest division in the Italian club football, has announced a deal with BKT which will see the Indian tyre manufacturer become the new title sponsor of the league. The deal will run for three seasons, from 2018/19 to 2020/21 and the league will be named Serie BKT.

The sponsorship deal was signed and announced at the Torneria Tortona in the center of Milan. BKT has also commited to support grassroots programmes, besides various activties at football schools and the stadiums of the Serie B teams.

“I am very satisfied with this agreement, which is fully part of BKT’s branding strategy with a focus on the Italian territory where we have our headquarters for Europe,” said Lucia Salmaso, Managing Director, BKT Europe. “Football in Italy has been always been a very popular sport which is lived with great passion and participation. So entering this privileged relationship is important for us because we meet a style and philosophy that belongs to us. It is based on passion, fidelity, willpower and the tenacity in facing the daily challenges of the market.”

Mauro Balata, President, Serie B, said: “This partnership continues in the path of growth and internationalization that the Lega B is carrying forward with strength and conviction for its brand. It is an essential path to ensure greater economic sustainability for its clubs and to stimulate even greater interest and involvement from the public.”