Insurtech startup InsuranceDekho has entered cricket sponsorship for the first time, securing broadcast partnerships for India’s upcoming tours of Zimbabwe and Sri Lanka. The move marks a significant milestone in the company’s brand-building strategy as it leverages one of India’s largest sporting platforms to strengthen consumer awareness.
According to media reports, InsuranceDekho will serve as the Co-Presenting Sponsor for the broadcast of India’s three-match T20I series against Zimbabwe. The company has also secured the Title Sponsorship rights for India’s Test series against Sri Lanka, which will be branded as the InsuranceDekho Cup.
The financial details of the sponsorship agreement have not been disclosed.
Strategic Brand Expansion Through Cricket
The partnership represents InsuranceDekho’s first major foray into sports sponsorship, reflecting its efforts to increase brand visibility in India’s highly competitive insurance distribution market.
Cricket continues to be one of the country’s most-watched sporting events, making it a preferred platform for consumer-focused brands seeking nationwide reach and engagement.
Building a Digital Insurance Marketplace
Founded in 2017 by Ankit Agrawal and Ish Babbar, InsuranceDekho operates an online insurance marketplace that enables customers to compare and purchase insurance products across health, motor, life, travel, and other insurance categories from multiple providers through a single platform.
Over the years, the company has expanded its digital insurance offerings while strengthening its distribution network across India.
Backed by Leading Global Investors
InsuranceDekho has attracted investments from several prominent global and domestic investors as it scales its business.
Its investor base includes Mitsubishi UFJ Financial Group (MUFG), Beams Fintech Fund, BNP Paribas Cardif, and the Yogesh Mahansaria Family Office, supporting the company’s growth in India’s rapidly expanding insurtech sector.
Joining India’s Growing Startup Sponsorship League
With this partnership, InsuranceDekho joins a growing list of startups that have used cricket sponsorships to build strong consumer brands.
Companies including CRED, Dream11, PhonePe, Groww, Upstox, Swiggy, Meesho, boAt, Zepto, Spinny, and Ather Energy have all invested in cricket advertising and sponsorships to boost brand recognition and customer acquisition.
The trend has gained further momentum as tighter advertising regulations have reduced the visibility of several real-money gaming platforms during cricket broadcasts, creating opportunities for fintech, consumer internet, and insurance brands to secure premium sponsorship inventory.
Strengthening Market Presence
As InsuranceDekho continues to expand its presence in India’s insurance ecosystem, its entry into cricket sponsorship underscores the company’s focus on building a stronger consumer brand while reaching millions of viewers through marquee international cricket events.
By : Vanshika Tayal
