The Indian multinational Balkrishna Industries Ltd. (BKT) announced the upgrade and extension of the partnership with the Australian cricket league, KFC Big Bash League (BBL) thanks to an agreement signed with Cricket Australia, the body which organizes all the events in the country related to this sport. The partnership signed in 2018 was initially envisaged up to 2021, but will now continue up to 2023.
 
After being a League Supplier, BKT now becomes a League Partner of the BBL, joining an elite club of marquee names as the second highest category of sponsors for the BBL after the title sponsor. As League Partner, BKT will receive several additional rights, including expanded visibility on LED boards, vision screens, boundary ropes and umpires' uniforms. BKT will also receive the right to create several activations, both at venue and outside venue, as well as comprehensive digital support from Cricket Australia. The BKT brand will also continue to be highly visible during international matches and during fan events organized over the course of the season.