BKT, the tyre manufacturer and Official Sponsor of the world rugby competition that witnessed South Africa’s triumph, has taken the excitement of the oval-ball game and its fan engagement to an unprecedented level
BKT, Official Sponsor of the Rugby World Cup France 2023
BKT, as Official Tyre of the Rugby World Cup France 2023 has managed to convey the excitement of the oval ball to a global audience through a series of engaging activations and unique experiences and thanks to its ongoing commitment to promoting rugby and engaging with fans.
Since the beginning of the journey towards the Rugby World Cup France 2023, the leading Off-Highway tyre manufacturer has highlighted its passion for sport and its great enthusiasm for this extraordinary event. BKT has engaged visitors with the BKT Challenge: 30 seconds to test their reaction and coordination speed with the Batak game and the rugby ball. This fun initiative bringing agriculture and rugby together, also took place during the SIA, the International Agricultural Show, another major trade show. During these two exhibitions, BKT gave away a total of 80,000 rugby balls.
A success confirmed by the figures
BKT took the lead in Rugby’s Land, a branded-content project, which featured four French rugby players who were involved in contents about the growth of players and the importance of teamwork. Another cool activation was the digital BKT Challenge, an engaging game, in which fans competed to pass a tyre between the rugby posts. The company also wanted to take the oval ball to the streets through the France 23 Rugby Tour, inviting fans to hit three tyres and providing the opportunity to put their skills to the test and win a BKT ball. Last but not least, in the area surrounding the stadiums, Sing with BKT, an animated photocall with two comedians encouraging fans to sing their best song, created great engagement.