BKT broadens URC partnership

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BKT broadens URC partnership

September 18, 2026

RubberWorld

Seregno, Italy – A new chapter for BKT and the United Rugby Championship was officially unveiled. BKT, a leading tire manufacturer in the Off-Highway sector, and the United Rugby Championship have extended their partnership until 2030, featuring a significantly renewed scope and positioning. The multinational company, already Title Sponsor in the Northern Hemisphere, now proudly becomes the Official Global Tyre Partner of the tournament, maintaining its status in the Northern Hemisphere and broadening its reach across all URC territories: Ireland, Italy, Scotland, Wales and South Africa.

This marks an eight-season partnership, building on the collaboration initiated in 2022, and substantially enhances BKT’s influence in international rugby through passion, performance, talent, and support for young generations that will continue to fuel this enduring relationship.

Indeed, fans remain central to BKT’s activities: dedicated activations, including money-can’t-buy experiences, pre-game events, and grassroots rugby support, will resume from the start of the 26/27 season, bringing together every URC fan all around the world.

The Lanfranchi Stadium in Parma served as the symbolic location for BKT and URC to reaffirm their commitment at the presence of Lucia Salmaso, Managing Director of BKT Europe, and Martin Anayi, CEO of the United Rugby Championship.

This renewed agreement further solidifies BKT’s overarching strategy in global sports. Beyond rugby, where the brand partners with significant international competitions like URC and Six Nations, BKT’s presence spans some of the world’s most followed sports. These include the main football championships (LALIGA, Serie BKT, and Ligue 2 BKT), basketball leagues (EuroLeague and BKT EuroCup), curling in Canada, cricket in India and Australia, and Monster Jam motorsport competition.

“This milestone marks a significant step forward in our growth trajectory within sports. Becoming the Official Global Tyre Partner of the URC strengthens an already solid collaboration and projects it onto a global stage. Rugby embodies values that BKT deeply identifies with – passion, determination, and team spirit – and serves as an ideal platform to continue building meaningful relationships with fans, communities and stakeholders. With this new global positioning, we aim to leverage the love for rugby in every part of the world, engaging every fan.” – stated Lucia Salmaso, Managing Director of BKT Europe.

Martin Anayi, CEO of the United Rugby Championship, added: “BKT’s decision to expand its partnership with the United Rugby Championship to a global level is a significant milestone for our league and a strong endorsement of the growth and international potential of the URC. We are delighted that BKT will now extend its investment across all five of our territories, now including South Africa, while continui

*Source: Rubber World. For reference only.