The Indian company have signed a deal with the French FA for a span of six years.

Indian off-road tyre manufacturer, BKT have joined hands with the French Football League (LFP), the organizing body for club football in France, as the company were announced as the new title sponsors for the French Cup competition, the Coupe de la Ligue.

The Indian company have tied-up the deal with the World Cup winners and now will lend their name to the main cup competition in France for the next six years. From now on, the competition will be known as the “Coupe de la Ligue BKT” till 2024.

This deal may lead to many things according to the LFP chief executive Didier Quillot. He believes that it was the correct time for the LFP to join hands with international projects and it will also allow their economic growth in India. The viewership of the Coupe de la Ligue may also increase in the sub-continent. He also claimed, “This demonstrates the increasing appeal of the Cup and at the moment when international development is priority for LFP, a partnership with BKT also allows the unique opportunity to foster our links in the economic world of India.”

The total value of the deal is reportedly 3m to be paid per season for six years. Quillot claims it to be significant from the monetary standpoint and also hopes that the deal brings a lot of Indian audiences to watch the French Cup.

The agreement is said to be a part of BKT’s marketing plan in France and considering that the nation are the reigning world champions, football was the best space they could have invested in.

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BKT chairman Arvind Poddar gave more insight on the deal and its consequences, “I’m really happy with what is unfolding. For us, sports is synonymous with engagement, determination and strong will to win- that is to, overcoming difficulties while respecting opponents.”

He also went on to talk more about the company, “BKT is a multi-national company that pays attention to market, new challenges and to opportunities favourable to growth and competitiveness.” Poddar also expressed his joy at joining in a new venture like this as he hopes this will bring benefits for both parties in years to come.

The deal’s announcement on Wednesday coincided with this year’s Coupe de la Ligue Round of 32 draw. All the clubs were distributed through the top three divisions in France.

LFP last week, also renewed their deal with Swiss watchmaker Tag Heuer. The new deal will see them continue as the official timekeeper for the Coupe de la Ligue for a further three years.