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The partnership takes immediate effect and will run for three years until the end of the season of 2021-22. ?LaLiga stands for excellence and is a synonym for football with a capital ?F?,? Rajiv Poddar, Joint Managing Director, BKT, said. ?From today on, we are following a new marketing initiative within the Spanish football world, and I am really glad and proud of it. LaLiga is a brand of unquestionable value. It is an honour to act side by side this name!? Jose Antonio Cachaza, Managing Director, LaLiga India said, ?BKT has always recognised the power of sport in speaking to their key stakeholders. We are very excited to be welcoming BKT, a brand that share the same values as LaLiga, as our partner for the next three years. I?m sure that, together, we?ll be able to bring LaLiga closer to our fans over the world, while our brands keep growing internationally.?

On the new partnership, Diego Forlan, LaLiga Ambassador, said, ?India is extremely passionate about football and has high potential to become stronger in global football. During my time in India, I got to interact with Indian footballers, aspiring footballers and other stakeholders who were invested in building up the football environment in the country. It is good to see an Indian brand like BKT join hands with LaLiga to build more awareness.?