A “naming ceremony” with the Indian brand BKT for the League Cup

The League Cup will have the Indian group BKT, which specializes in tires in particular, as its title partner for the next six seasons, the Professional Football League (LFP) announced on Wednesday on the sidelines of the draw for the round of 16 of the 2018-19 edition.

The amount of this “naming” was not communicated, but according to L'Equipe's website it is expected to bring in “around 3 million euros per year”.

“We have been looking for a title partner for the Coupe de la Ligue for several months. We are very proud of this because he is the first Indian player to come to French football,” said Didier Quillot, the general director of the LFP, which hopes to “raise awareness of Ligue 1 among Indian broadcasters.”

“India is an absolutely strategic territory because it is one of the largest countries in the world with more than a billion people. Football is not the most popular sport there, but they say there: “Cricket is the parents’ sport and football will become the children’s sport,” he added.

After the relocation of the Champions Trophy to China or the arrival of foreign investors such as the planned arrival in Bordeaux of the American fund GACP, the signing with this Indian partner, which had a turnover of 900 million dollars (around 770 million euros) in 2017, became part of the international development strategy of French professional football.

The Coupe de la Ligue, whose total attendance increased by 6% between the 2017 and 2018 editions, is the third competition organized by the French league to have a title partner.

In April 2017, Ligue 1 signed a contract with Conforama for three seasons, receiving a check for 25 million euros for this period.

In 2016, the LFP, seeking to diversify its sources of income for its development, chose the fast food company “Domino's Pizza” as its title partner of Ligue 2, the antechamber of the elite, for four seasons.

09/12/2018 7:40:14 p.m. – Paris (AFP) – © 2018 AFP