Gaizka Mendieta has told his story to BKT Network, the digital TV channel of BKT, the Indian Off-Highway tire manufacturer and Official Global Partner of LaLiga.

The football star, who played for Valencia CF, FC Barcelona and the Spanish national team, is now a sports commentator on TV and an Ambassador for LaLiga. “I'm very lucky to have been part of the Ambassador project right from the start, from when Fernando Sanz had the idea, seven years ago” Mendieta says. “There are now 25 Ambassadors from different countries and backgrounds and this is important to support the project to internationalize LaLiga. A project which is going forward also thanks to BKT and its support.”

Sports people enjoy a direct and important exchange with BKT which since 2019 has been supporting Spanish football, famous worldwide. This exchange also creates new ideas for collaborative projects to engage with fans.

“My role is to transmit all the passion and values of football and LaLiga, to interest people in this sport and to build up dialogue with the fans,” Mendieta goes on.

The involvement of fans is something that BKT also holds dear as it wants to be an active partner focusing on the needs of the sport and its supporters.

“There's something magical about being in the stadium in the midst of the LaLiga fans with their exuberant love for football,” says Lorena Pea, Events and Sponsorships Manager at BKT Europe. “And that is not all. This competition is synonymous with excellence and the whole world looks at LaLiga as an icon of sport. We are proud of being their partner. BKT is present worldwide and so is LaLiga which has a global audience, thus bringing our brand into homes around the globe."

A choice driven by passion, for BKT that of becoming an Official Global Partner of LaLiga, but also strategic to reach its end users worldwide through the emotions of sport.

Watch the episode: https://www.bkt-network.com/bkts-sponsorships-laliga