BKT expands partnership with URC to become Official Global Tyre Partner

The United Rugby Championship has today announced an expansion of its partnership with BKT, the leading Off-Highway tyre manufacturer, with BKT becoming the Official Global Tyre Partner of the competition through to 2030.

The partnership, which began in 2022 with a Northern Hemisphere focus, will now extend across the entire URC footprint, including South Africa for the first time. BKT will continue as Title Partner of the BKT URC in the Northern Hemisphere, while its new global partnership will see the brand build an even greater presence across all five BKT URC territories – Ireland, Italy, Scotland, Wales and South Africa.

The expansion reflects BKT’s growing investment in rugby and the value it sees in the BKT URC as a truly international competition, connecting passionate rugby communities across two hemispheres.

With the addition of South Africa, BKT will have the opportunity to connect with a new and highly engaged rugby audience, while becoming part of the local rugby community through the BKT URC’s four South African teams. The expanded partnership will create new opportunities for BKT to engage fans, support grassroots rugby and bring its brand closer to communities across the league.

As part of the global partnership, BKT and the URC will continue to collaborate on fan-focused activations, grassroots initiatives and community programmes designed to strengthen connections between clubs, supporters and local rugby communities throughout the competition.

The announcement was marked at Stadio Sergio Lanfranchi in Parma, home of Zebre Parma, where representatives from BKT and the URC met alongside young grassroots players to celebrate the next phase of the partnership and BKT’s continued commitment to growing the game at every level.

The young players wore jerseys from each of the 16 BKT URC teams paired with their own local club socks, capturing the spirit of a competition built on strong community foundations and a shared love of rugby at every level of the game.

BKT’s expansion from a Northern Hemisphere partnership to a global role marks another significant milestone in the relationship between the two organisations, and further underlines the growing international appeal of the BKT United Rugby Championship.

Martin Anayi, CEO of the United Rugby Championship, said: “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 BKT URC.

“What began in 2022 as a successful Northern Hemisphere partnership has continued to grow, and we are delighted that BKT will now extend its investment across all five of our territories, now including South Africa, while continuing as our Title Partner in the Northern Hemisphere.

“This expansion reflects the confidence BKT has in the URC, our clubs and our passionate supporters, and creates exciting new opportunities to connect with rugby communities across both hemispheres.

“BKT has become an important part of the URC family and we are excited to build on that relationship as we continue to grow the competition and its global audience.

“A special thanks must go to Lucia Salmaso, whose belief in the BKT URC and genuine passion for rugby have been instrumental in growing this partnership. We look forward to taking the next chapter of our relationship to a truly global level.”

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.”

With BKT now backing the URC across both hemispheres, the next chapter of the partnership promises to bring the game closer to fans than ever before - from Parma to Pretoria, Cork to Cape Town - uniting rugby communities through unforgettable experiences and a shared passion for the sport.

Meanwhile, the United Rugby Championship and Sky Italia have extended their broadcast partnership for another three seasons, taking their relationship through to 2029 as audiences for the competition continue to grow in Italy.

Since becoming the live home of the BKT URC in Italy in 2023, Sky Italia has seen audiences for the Championship double, while digital video views for the league in Italy increased by 17% over the past year.

The new agreement with the Italian Rugby Federation (FIR) and the BKT URC means Sky Italia will continue to bring fans every game involving Benetton Rugby and Zebre Parma, alongside coverage of the wider Championship, and will take the partnership to at least six consecutive seasons.

Martin Anayi, CEO of United Rugby Championship, said: “Sky Italia has been a brilliant supporter of Italian rugby and this new three-year commitment is another major vote of confidence in the growth of the BKT URC. Since the partnership began, audiences for the Championship on Sky Italia have doubled and we are seeing further growth across our digital platforms in Italy. That momentum matters.

“Benetton and Zebre Parma are competing in a league filled with some of the biggest clubs and best players in the world, and Italian rugby has a huge opportunity in front of it. Having Sky Italia alongside us for another three seasons gives fans a consistent home for that journey and ensures they will be there to capture the big moments as they happen.”

Andrea Duodo, President of the Italian Rugby Federation, said: “The United Rugby Championship is one of the most exciting club and franchise competitions on the international scene. It is the proving ground where our Franchises compete every week at the highest possible level. For over 15 years, the BKT URC has played a central role in the development of our high-performance players, contributing to the growth of our National Team.

“The three-year renewal with Sky Italia allows us to bring this fascinating competition, and many of the most talented athletes on the global stage, into the homes of our fans, confirming the shared commitment of FIR and Sky Italia to promoting rugby and the emotions that our sport brings.”

Giuseppe De Bellis, EVP News, Sports & Entertainment, Sky Italia said: “We are delighted to continue bringing one of the most prestigious tournaments in international rugby to the Home of Sport. Sky further strengthens its position as a leading destination for rugby fans, with a comprehensive offering that also includes the Nations Championship and the WXV Global Series featuring the Italian Women’s National Team.

“This agreement reinforces our partnership with the Italian Rugby Federation (FIR) in supporting the growth of the sport, building on the momentum generated by Italy’s historic victory over England in the most recent Guinness Six Nations Championship. As always, Sky Sport will deliver extensive editorial coverage, with compelling storytelling designed to ignite the passion of existing fans while engaging new audiences discovering this great sport for the first time.”

With the new BKT URC season just days away, Sky Italia will begin its coverage when Benetton Rugby welcome Dragons RFC to Stadio Monigo in Treviso on Friday night.

The following day, Zebre Parma begin their campaign against last season’s Grand Final runners-up, the Vodacom Bulls, as the South African side open their European tour.