The multi-year agreement stretches across both the men’s and women’s Six Nations. (BKT Tires imagery)

Automotive tire brand BKT has entered into a long-term sponsorship deal covering European rugby union’s Six Nations national teams tournament.

Through the tie-up, BKT becomes the official tire partner for both the men’s and women’s editions of the Six Nations.

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This comes into effect on January 31, when the 2025 men’s tournament gets underway with France taking on Wales. It will then continue through this year’s women’s iteration, running between March 22 and April 26.

Part of its deal activation involves the creation of the BKT Award, through which “emerging talent” in both men’s and women’s editions of the six-team tournament will be recognized as such.

This comes as a significant addition to BKT’s rugby sponsorship stable – the brand is already a title partner for the United Rugby Championship clubs competition outside South Africa. GlobalData Sport (GDS) has valued that deal, running through the ongoing 2024-25 season, at $3 million overall.

Tom Harrison, chief executive at Six Nations Rugby, said: “As a major global business with vast experience in sport, we are looking forward to working with the BKT team over the years ahead, to bring this partnership to life.”

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Other significant Six Nations commercial partners include title partner (for both men’s and women’s editions) Guinness, IHG, Sage, and Breitling.

GDS estimated the total value of sponsorship deals for the 2024 men’s Six Nations at $26.3 million.

Outside rugby union, BKT also has sponsorship deals with properties such as The Hundred short-format domestic competition from English cricket, Spanish soccer’s top-tier LaLiga, and French soccer’s Ligue 2 second division.