BKT Tires aims to take sports route for market expansion

The Mumbai-based industrial and off-highway heavy tire brand BKT Tires is aiming to strengthen its ties with sports to make deeper inroads into the market.

The Balakrishna Industries Limited brand in India has already established its visibility in the Pro Kabaddi League through brand association with seven franchisees.

The MNC, headquartered in India, BKT Tires already has a strong presence in the global sports market with leading properties like Second Division football 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.

The company has now given IMG-Reliance a mandate to explore sponsorship opportunities for the brand in India.

BKT Tiles Joint MD Rajiv Poddar said, “We recognise 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.”

IMG-Reliance head of sales Nikhil Bardia 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.”

The marketing strategy has seen BKT’s sales volume reach $850 million, a 30% rise over the past five years. The company predominantly caters to the replacement market in North America and Europe.

Brand BKT is an original equipment manufacturing vendor for heavy equipment manufacturers like JCB (company), John Deere and CNH Industrial.

The company, distinctly identifying itself with its sporting associations, is looking forward to further expand its marketing initiatives with sports. The earth mover, agriculture, farming and industrial tire manufacturer controls 6% market share in its segment.