MAM
BKT extends Big Bash League naming rights deal until 2028-29
Tyre maker’s Golden Cap partnership crosses decade mark with BBL extension
MUMBAI: Some partnerships don’t just go the distance, they keep finding the boundary. Balkrishna Industries Ltd. (BKT) has extended its naming rights partnership for the Golden Cap awards in Australia’s Big Bash League (BBL) by another three years, taking the collaboration through the 2028-29 season and beyond the 10-year milestone.
The extension makes the alliance one of the longest-running commercial partnerships in the history of the Big Bash League, reinforcing BKT’s long-term association with Australian cricket.
The off-highway tyre manufacturer has been an Official League Partner since 2018, with its branding becoming a familiar feature of both the BBL and the Women’s Big Bash League (WBBL) through the BKT Golden Bat and BKT Golden Arm awards, presented to the competitions’ leading run-scorers and wicket-takers.
The renewed agreement reflects the continued relationship between BKT and Cricket Australia, with both organisations highlighting a shared focus on fan engagement, community participation and the long-term growth of the sport.
Commenting on the extension, Rajiv Poddar, Joint Managing Director of BKT, said Australia remains a strategically important market for the company, while cricket continues to offer a powerful platform to connect with millions of fans.
He added that extending the partnership until the 2028-29 season would allow the company to build on the milestones achieved since 2018 and continue creating value for stakeholders, partners and supporters globally.
Alistair Dobson, General Manager of the Big Bash Leagues at Cricket Australia, said BKT has been a key supporter of the competition for almost a decade. He noted that the BKT Golden Bat and BKT Golden Arm awards have become recognised features of both the BBL and WBBL, while initiatives such as BKT Big Bash Tipping have helped deepen fan engagement by encouraging supporters to compete with friends, families and colleagues.
The latest extension ensures the partnership will continue into its second decade, underlining the increasing importance of long-term brand alliances in modern sports marketing, where sustained fan engagement often delivers greater value than short-term sponsorship deals.
