Balkrishna Industries Limited (BKT) announced the upgrade and extension of the partnership with the Australian cricket league, KFC Big Bash League (BBL) following an agreement signed with Cricket Australia. After being a League Supplier, BKT now becomes a League Partner of the BBL. As League Partner, BKT will receive several additional rights, including expanded visibility on LED boards, vision screens, boundary ropes and umpires’ uniforms. BKT will also receive the right to create several activations, both at venue and outside venue, as well as comprehensive digital support from Cricket Australia. The BKT brand will also continue to be highly visible during international matches and during fan events organized over the course of the season.
The partnership signed in 2018 was initially envisaged up to 2021, but will now continue up to 2023. The upgrade and extension of the partnership followed excellent results achieved by BKT in the first two years. Between 2018-19 and 2019-20, the BKT brand exposure grew by 33 percent.