InsuranceDekho has made its debut in cricket sponsorship by securing a deal for India’s upcoming series against Zimbabwe and Sri Lanka. As per media reports, the company will serve as the Co-Presenting Sponsor for the broadcast of India’s three-match T20I series with Zimbabwe. Additionally, it will hold the Title Sponsorship for India’s Test series against Sri Lanka, which will be referred to as the InsuranceDekho Cup. Although financial terms of the agreement were not disclosed, this initiative represents a significant stride in its brand development strategy, leveraging one of the most viewed sporting events in the country.
Founded in 2017 by Ankit Agrawal and Ish Babbar, InsuranceDekho offers an online platform where consumers can compare and purchase insurance products spanning health, motor, life, and various other categories. The cricket sponsorship aligns with the startup’s goal of advancing its business in the competitive insurance distribution landscape.
In recent years, InsuranceDekho has attracted investments from prominent investors like Mitsubishi UFJ Financial Group (MUFG), Beams Fintech Fund, BNP Paribas Cardif, and the Yogesh Mahansaria Family Office.
This step allows InsuranceDekho to join a rising number of startups that utilise cricket sponsorships to strengthen their consumer identities. Other companies engaged in similar ventures include CRED, Dream11, PhonePe, Groww, Upstox, Swiggy, Meesho, boAt, Zepto, Spinny, and Ather Energy. The roster also features various real money gaming platforms, although their visibility in cricket broadcasts has decreased due to stricter advertising regulations.