Global Leaders BKT Tires Appoint IMG-Reliance for Sports Advocacy

BKT Tires, a leading manufacturer and global brand in the Off- Highway tire market, is planning to expand its’ market visibility through associations with global sports properties and has appointed IMG-Reliance (a joint venture between global sports marketing leader WME|IMG and Reliance Industries Ltd.) as its sports consulting agency in India.

BKT Tires is a global MNC headquartered in India and is one of the largest players in the Off-Highway tire industry. It has a 6% market share and a sales volume of USD 850 million, corresponding to a 30% increase over the last five years. BKT Tires has, as part of its global marketing strategy, created a sports sponsorship strategy for international markets. As part of this strategy, it is currently associated with various sports properties, including the Serie BKT in Italy, Coupe de la Ligue BKT in France, Monster Jam in the United States and The KFC Big Bash League in Australia. In India, BKT has just signed an agreement with 7 Kabaddi teams in the ongoing PKL.

IMG-Reliance shall be the exclusive agency responsible in India for identifying and arranging sponsorship opportunities for BKT Tires by utilizing its deep experience and extensive networks in the country. In addition, given IMGR’s significant experience in cricket sponsorship and talent management of star cricketers Rohit Sharma, Hardik Pandya, Jasprit Bumrah and Krunal Pandya, the agency has also been exclusively tasked with identifying and arranging cricket related sponsorships for BKT Tires across the world, except Australia.

Mr. Rajiv Poddar, Joint Managing Director, BKT Tires, while welcoming IMGR on board said, “We recognize the power of sport in speaking to our key stakeholders and have already seen remarkable results from our sponsorship of the Series BKT and Monster Jam. In India, we are looking forward to working with IMGR given their status as the country’s most powerful sports marketing agency. Globally too, we will consult IMGR on cricketing properties. We recognize that IMGR’s experience in acting as both sellers of their own IP and as buyers on behalf of various brands allows them to provide unique insights to BKT in sports sponsorship.”

Nikhil Bardia, Head of Sales, IMG-Reliance added, “BKT Tires is synonymous with the Off- Highway Tire market and it is heartening to see that the brand has recognized sports as a primary pillar of its marketing strategy. We are delighted at the opportunity and are confident in our ability to offer marketing innovations through sports.”