BKT managing Rajiv Poddar has exclusively told Football Espana that his company will help La Liga “bridge all the gaps” in the English-speaking market.
BKT held a special Press conference at Atletico Madrid’s Wanda Metropolitano stadium on Thursday, where Football Espana were invited, to announce it had signed a three-year deal to become La Liga’s Official Global Partner.
“Spain is an important market for us and La Liga is one of the biggest names on the globe. Put those two things together and that’s how the deal came about,” Poddar told us in an exclusive interview.
“We’ve been working together. Fortunately, we closed the deal and it was good for La Liga too. Our teams worked closely and tirelessly, and we were able to conclude it in time.
“Our first objective is to spread the brand, get the name out more to markets and households, make people more aware about us.
“At the same time, we want to get closer to the end user and create more contests, dialogue with them and build a rapport from those things.”
Barcelona and Real Madrid both enjoy huge popularity in India, so what about the other 18 clubs in the division?
“Spanish football is getting more and more popular in India. People believe Mr Messi is a god and they’re crazy about him!
“I think Spanish football is huge and now they have an office in India so it can be promoted more.
“We’re partnering the League because we believe in all the football clubs. As for an Indian audience, there is a very big pull for Real Madrid and Barcelona.
“That said, any sport needs one big fraction. People notice that and observe that, so they pick up on that.
“Eventually, there’s going to be good football played and people will notice that. Our plans are for all the clubs.”
Despite being home to some of the world’s best players, La Liga still lags behind the Premier League in terms of catering to English-speaking fans.
“We’ll work to bridge all the gaps,” assured Poddar.
BKT is an Indian tyre manufacturer, specialising in off-road segments like mining, earthmoving, agriculture and gardening.
This is not its first foray into football as it also sponsors the Coupe de la Ligue in France and Italy’s Serie B.