BKT Tires: Serie BKT Sponsorship

Edoardo Alzetta, Braitner Moreira, Davide Regalino

BKT Tires, an off-road tyres company, renamed the second-highest division in the Italian football league after itself to grow brand awareness and perception in Italy.

Campaign details

Brand: BKT TiresBrand owner: BKT TiresLead agency: Havas Sports & Entertainment ItalyCountry: ItalyIndustries: Tyres, fuel, accessories, servicesMedia channels: Competitions & contests, Content marketing, Newspapers, Online video, Social media, Sponsorship- sports, Video on demand, Websites & micrositesBudget: Up to 500k

Executive summary

Serie BKT is a sponsorship project born in 2018 in which Havas Sports & Entertainment (Havas SE) renamed the second-highest division in the Italian football league system – formerly Serie B – after BKT Tires, a leading off-road tires company.

The main goals for...

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