Balkrishna Industries Ltd. (BKT) has announced the continuation and expansion of its long-term partnerships with teams in India’s premier men’s T20 cricket league, as part of its broader sports marketing strategy. With the addition of Royal Challengers Bengaluru this season, BKT Tyres is now associated with eight out of ten teams, reinforcing its presence within one of India’s most visible sporting platforms.
As the Official Tyre Partner, the brand will be associated with Kolkata Knight Riders, Royal Challengers Bengaluru, Sunrisers Hyderabad, Rajasthan Royals, Mumbai Indians, Gujarat Titans, Punjab Kings and Lucknow Super Giants. The scale of these associations positions BKT Tyres for extensive visibility across broadcast, digital and on-ground fan engagement touchpoints.
The partnerships coincide with BKT’s recent entry into India’s consumer segment, making the tournament a key platform to drive awareness and engagement. The brand will leverage these associations to amplify its ‘Elevate Your Drive’ campaign, which draws parallels between sporting resilience and personal ambition. The campaign’s messaging focuses on transforming potential into performance, aligning with cricket’s emotional and cultural resonance in India.
Through these collaborations, BKT Tyres aims to connect with a diverse audience base, including farmers, commercial vehicle owners, personal mobility users and younger consumers entering the category. The strategy reflects a shift towards using sports as a high-impact marketing channel to build brand salience across multiple consumer segments.
Rajiv Poddar, joint managing director, BKT, said: “Partnering with sporting institutions has always been central to BKT’s philosophy of Growing Together with communities. Cricket is one of the most influential cultural forces in India, uniting people across geographies, generations and backgrounds. Our continued partnerships as the Official Tyre Partner under the BKT Tyres brand allow us to connect with audiences in a meaningful way while strengthening our presence in the tyre segment. Through this association, we will further amplify our ‘Elevate Your Drive’ campaign featuring Ranveer Singh across broadcast and digital touchpoints, bringing the campaign’s message of ambition, progress and forward momentum to millions of viewers. These collaborations reflect our commitment to building long-term relationships founded on teamwork, performance and shared aspirations.”
Team stakeholders also highlighted the strategic value of the partnerships in driving fan engagement and brand alignment.
Venky Mysore, chief executive officer, Kolkata Knight Riders, said: “BKT Tyres is not just a partner they are a brand that shares our relentless pursuit of performance. This renewed association is a testament to the trust we have built together and the ambition we carry forward. As BKT accelerates its growth in India's consumer market, the Knight Riders brand gives them the platform, the passion, and the global scale to make that journey count. At Knight Riders Sports, we do not build partnerships for visibility alone we build them for impact. This collaboration is precisely that: two performance-driven organisations, aligned in purpose, investing in a future they intend to win together."
Rajesh Menon, ceo, Royal Challengers Bengaluru, said, “Royal Challengers Bengaluru is proud to welcome BKT Tyres as our Official Tyre Partner. At RCB, we believe in pushing boundaries, embracing ambition, and creating meaningful connections with our fans, values that closely align with BKT’s ‘Elevate Your Drive’ philosophy. Together, we aim to accelerate our shared vision of excellence, resilience, and forward momentum both on and off the field.”
K Shanmugam, ceo, Sunrisers Hyderabad, said, “We are happy to continue our partnership with BKT Tyres as part of this T20 cricket league. This collaboration reflects a strong alignment of values, bringing together a shared focus on excellence, performance, and consistency. Together, we move forward with clear intent, committed to raising standards both on and off the field, while delivering a meaningful and engaging experience for fans.”
Alok Chitre, coo, Rajasthan Royals, said, “We are delighted to partner with BKT Tyres for the sixth year, with a shared energy and drive for performance that continues to strengthen our association. Their commitment to sport, and cricket specifically, reflects a clear focus on the growth of the game and its fan ecosystem in India. As we advance in scale and influence, we look forward to building on this partnership in a meaningful way this year as well.”
A Mumbai Indians spokesperson said, “BKT Tyres has been a valued long-term partner of Mumbai Indians, and this continued partnership reflects a shared commitment to consistency and performance. We look forward to building on this partnership through the season.”
Colonel Arvinder Singh, chief operating officer, Gujarat Titans, said, “Gujarat Titans are pleased to continue the association with BKT Tyres. Partnerships like these reflect a shared commitment to performance, consistency and long-term growth. Such collaborations provide a strong platform for teams and brands to connect with fans across the world, and we look forward to building on this association while continuing to engage meaningfully with our supporters and striving for excellence both on and off the field.”
Satish Menon, ceo, Punjab Kings, said, “We are very happy to continue our journey with BKT Tyres. They have been a loyal and valued partner for the Punjab Kings over the years. Their commitment to excellence matches our ambitions, and it is always a pleasure to work with a brand that understands the pulse of the sport and its fans so well.”
Vinay Chopra, ceo, RPSG Sports Private Limited, said, “At Lucknow Super Giants, we believe that strong partnerships are built on shared values of performance, resilience, and ambition. Our association with BKT Tyres reflects this synergy, as both brands are committed to pushing boundaries and consistently striving for excellence. As we gear up for another exciting season, we look forward to engaging our fans more deeply and creating meaningful experiences together through this partnership.”
The partnerships are structured as long-term collaborations, encompassing stadium visibility, broadcast integrations, dealer activations, grassroots programmes and digital fan engagement initiatives. BKT Tyres is leveraging these touchpoints to create a comprehensive brand presence throughout the tournament.
Globally, BKT continues to invest in sports marketing through associations with properties such as Monster Jam, LaLiga, Serie BKT, EuroLeague Basketball, Rugby World Cup France and the United Rugby Championship. In India, these partnerships are managed by RISE Worldwide, supporting the brand’s strategy to enhance consumer proximity and strengthen market relevance.
