The power of sports for a better world, thanks to BKT celebrating the International Day of Sport for Development and Peace.
Dedicated to Supporting Sports
BKT, the leading multinational Off-Highway tyre manufacturer, is not only synonymous with excellence and quality in its field. Over the years, the company has been strongly committed to supporting sports through multiple initiatives, partnerships, and sponsorships with some of the world’s most important sports properties.
Today, on the occasion of the International Day of Sport for Development and Peace, envisioned by the International Olympic Committee (IOC) and established in synergy with the UN, BKT wants to highlight the role of sport as a catalyst for social inclusion, health, and well-being – not just of fans, but of all the communities involved. The advocacy that the company pursues aligns with its values and desire to positively impact society, which starts right from sport and finds a broader expression in the associated Corporate Social Responsibility policies.
“For BKT, sport is a lever by which we want to help generate positive change to make the world a better place. Partnerships are a powerful tool that allows us to pursue such our goal of being recognized by fans and enthusiasts not just as mere partners, but as a driver of change that can improve the lives of people and the entire community,” comments Lucia Salmaso, Managing Director, BKT Europe.
The Field Factor Initiative (Fattore Campo) and the project launched in cooperation with One Team are concrete examples of what BKT has been doing in Europe to demonstrate its commitment to this direction.
Redevelopment of Social Spaces in Italy
Urban redevelopment of spaces dedicated to playing and leisure in the towns belonging to the BKT Series in Italy is what the ‘Fattore Campo’ Initiative is rooted in, which in the past two editions involved the four Italian cities of Lecce, Cosenza, Como, and Palermo, leading to the creation of new areas designed to promote inclusion. The third edition of this initiative has already kicked off and will donate more new spaces designed explicitly for society to the winning cities.
In addition to this, there is the excellent work with One Team, Euroleague Basketball’s CSR program that has led to the renovation and refurbishment of school areas (but not only) where basketball is used as a tool for social inclusion in the cities of Istanbul, Athens and soon, Berlin. Thanks to the support of two important entities, three cities have experienced the creation of new playgrounds, which are available to students and anyone who wants to rediscover their passion for sports in fully renovated areas.
Yet, BKT never stops, and other initiatives are already in the pipeline and ready to come to life over the following months. These include initiatives to support local communities in France, Ireland, and the United Kingdom through sport in the coming months. These activities will be carried out in partnership with the BKT-sponsored leagues, namely Ligue 2 BKT in France and the BKT United Rugby Championship in Ireland and the UK.
This clear commitment demonstrates BKT’s determination to make sport a key development lever, which aligns with the corporate motto, Growing Together. The ultimate goal is to provide new generations—but not only them—with the chance to play safely, rediscover the pleasure of pursuing their passions, and encourage them to practice sports activities in a context based on the principle of inclusion.
