The second division of Italian football has signed a deal with Indian tyre manufacturer, BKT, to become the title sponsor of the league. As of the 2018/19 season the former Serie B ConTe.it will be known as the Serie BKT – running until the end of the 2020/21 season.

BKT’s European chief executive, Lucia Salmaso, said that the deal aligns with the company’s strategy of building the brand in Italy – where BKT’s European headquarters are located.

Mauro Balata, Serie B president, said that the deal would “ensure greater economic sustainability” for the clubs participating in the league.