For BKT, sport is more than just a means of communication. Sport is an essential part of its identity.
With an established presence in over 163 countries and playing a leading role in the world of Off-Highway tires, the company has decided to invest also in emotions, shared passions, and community ties.
The recent renewal of its global partnership with LALIGA until 2028 and the new agreement with the RFEF, Real Federación Española de Fútbol, whereby BKT becomes the official sponsor of Spanish referees, mark a significant step in the brand’s strategy.
Let us talk to Lucia Salmaso, Managing Director of BKT Europe, to learn more about the vision, values, and motivations behind these choices.
What are the values that BKT shares with the world of sport in general, and football in particular?
Sport is a universal language that unites people, overcome cultural barriers, and inspire generations. At BKT, we can identify with its authentic values: the passion that drives you to try your hardest, the respect for both the rules and opponents, team spirit, and above all, the daily commitment to common goals.
In particular, football embodies these principles in an exemplary way. Football is not just a game. It is a school of life, an educational tool, a medium for forging bonds and conveying values.
Similarly, in business, success comes from determination, method, and vision. As a matter of fact, our partnerships are never mere branding exercises. On the contrary, they are the concrete expression of a corporate culture based on consistency, planning, and continuous improvement.
- How does the partnership with LALIGA fit into BKT’s business strategy?
The partnership with LALIGA that has recently been extended until 2028 is a strategic investment in geographical areas where football is embedded in the culture and where BKT aims to further strengthen its presence. We are not just talking about visibility; it is about positioning. Through this partnership, we can enter the hearts and homes of millions of fans consolidating the brand internationally by means of a narrative that speaks of quality, passion, and innovation.
It is a strategic asset that engages in a dialogue with the final audience and reinforces the trust of our business partners, who see BKT as a solid and dynamic company that is focused on sustainable growth.
- The new partnership with RFEF, and more specifically with the refereeing sector, is an interesting development. What led BKT to invest in this direction?
By partnering with RFEF—namely with the refereeing body—we have decided to support a fundamental, often underappreciated component of the football system: the one that provides balance, authority, and respect for the rules.
Referees stand for key values such as discipline, rigor, preparation, and integrity. Values that we fully share.
Supporting the refereeing sector is a way of acknowledging these professionals’ pivotal role when it comes to ensuring both fairness and authenticity of the game. It is a choice of value and consistency, which strengthens our commitment to a vision of sport as an educational and institutional model.
- How do these sponsorships help BKT build relations with the territory, its local communities and young people?
Each of our sponsorships is designed to generate real impact. With LALIGA, for example, we have launched initiatives that go far beyond brand visibility. We actually involve fans, promote social projects, and bring football back to neighborhoods and communities.
With RFEF, we are going to pursue in the same direction, promoting the educational role of sport, bringing the world of refereeing closer to young people, and contributing to a culture of respect and fair play. We want to be perceived as an authentic brand that is present and close to people. Building strong and lasting relationships with our stakeholders is an inherent part of how we do business.
- How important is it for BKT to be perceived as a believable, present, and active player within the Spanish sporting and institutional framework?
Being believable means acting with both consistency and vision. In Spain, as in all strategic markets, we want to be recognized not only for the quality of our products but also for our ability to generate value through solid relationships, meaningful initiatives, and real actions.
Cooperating with LaLiga and RFEF enables us to interact on multiple levels with institutions, clubs, fans, and communities. Our goal is to actively contribute to a more accessible, inclusive, and educational sport, leaving a positive mark in the setting where we operate.
- How important is the Spanish market for BKT’s business operations at a European level? How do the partnership extension with LaLiga and the new agreement with the RFEF fit into the long-term vision for this market?
Spain is a key market for BKT in Europe. It is a competitive country that is open to innovation and strategic for our core segments: agriculture, earthmoving, and industrial.
The partnership renewal with LaLiga and the new agreement with the RFEF are perfectly in line with our long-term vision: to serve key markets with a solid, reliable, and culturally integrated presence. It is not just about commercial consolidation, but about building a lasting position based on trust, reputation, and value.
- Can we talk about an integrated strategy that aims to “live” Spanish soccer in all its dimensions, on and off the pitch?
Definitely yes. We want to be within football, not on the sidelines. This is the essence of our vision. With LALIGA, we embrace the emotional, spectacular, and popular dimensions of football. With RFEF, we fit into the institutional, educational, and regulatory side.
Our goal is to build a 360-degree dialogue that involves all players in the system: from football schools to fans, from managers to institutions. Through these partnerships, we can oversee the entire sports ecosystem with consistency and an integrated vision. This approach allows us to strengthen our brand reputation, generate value on the territories, and build an authentic relationship with those who live and love sports.
