India's BKT Becomes Coupe De La Ligue's Naming Sponsor

The French Professional Football League (LFP) announced a naming rights deal with Indian tire maker BKT, according to L’ÉQUIPE. Starting this season, BKT will be the official naming sponsor of French football’s Coupe de la Ligue for six years. The contract is worth €3M ($3.5M) per season (L’ÉQUIPE, 9/12). The LFP also announced it renewed its partnership with TAG Heuer. The watch brand will continue to be the official timekeeper of Ligue 1, the Coupe de la Ligue and the Trophée des Champions through ’21. TAG Heuer’s branding will be visible on LED signs in stadiums and on referee boards. The LFP and TAG Heuer also renewed their “fastest goal” trophy, given to the player that scores the fastest goal in Ligue 1 each month (LFP).