BKT has announced an expanded partnership with the United Rugby Championship (URC), becoming the Official Global Tyre Partner of the competition until 2030. The renewed agreement builds on a partnership that began in 2022 and extends BKT’s presence across all five URC territories: Ireland, Italy, Scotland, Wales and South Africa.

 

Lucia Salmaso, Managing Director of BKT Europe (left) and Martin Anayi, CEO of the United Rugby Championship, pictured at the Lanfranchi Stadium in Parma, Italy.

A Stronger Presence in Rugby

As part of the new agreement, BKT will continue as Title Sponsor in the Northern Hemisphere while expanding its role across the full URC competition. The partnership will also include fan activations, pre-game events and support for grassroots rugby from the 2026/27 season.

Lucia Salmaso, managing director of BKT Europe, said:  "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." 

 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."

For BKT, the expanded partnership is part of a wider strategy of using sport to connect with communities and audiences around the world. The company already has partnerships across rugby, football, basketball, cricket and motorsport, including the Six Nations, LALIGA, EuroLeague, cricket competitions in India and Australia, and Monster Jam.

 

Connecting BKT with Ireland and Beyond

The expansion is particularly relevant to Ireland, where the URC has a strong following and where BKT tyres are available through its distribution network. The partnership gives BKT an opportunity to strengthen its connection with customers, fans and agricultural communities while supporting a sport with a significant presence across the country.

The agreement represents an eight-season partnership between BKT and the URC, with the collaboration now extending through 2030.

For more information about BKT tyres and the range available through Agrigear, contact the Agrigear team on 042 9666 444 or visit www.agrigear.ie.