To strengthen its commitment to diversity and inclusion on and off the field Max Life Insurance Company Ltd. has announced partnership with Mumbai Indians women’s team in the Women’s Premier League

Max Life will serve as the official life insurance partner for Mumbai Indians (MI) in the first-ever WPL 2023 and the men’s team at the upcoming Indian Premier League season (IPL), a media statement from the insurance company stated.

With sporting extravaganzas like the Women’s FIH Hockey Nations Cup and the ICC Women’s T20 World Cup, audience interest is on the rise in women’s sports. A recent report by YouGov stated that among urban Indian sports fans, almost an equal proportion of men and women sports fans prefer women’s sports over men’s (51 percent females, 49 percent males).

Max Life has a long association with cricket and cricketers that have championed its brand philosophy of “You are the Difference”, driving the importance of long-term financial protection among the urban milieu.

The findings of Max Life’s recent survey, India Protection Quotient (IPQ) 5.0 conducted in association with KANTAR, echoed the sentiment revealing that while women have made giant strides in financial protection and security, there is still a need to address the gap in financial awareness, the press release from Max Life said.

Commenting on the association, Rahul Talwar, Chief Marketing Officer, Max Life Insurance, said, “We are thrilled to be associated with Mumbai Indians as their official life insurance partner for the upcoming season of IPL and also hugely proud to support the historic moment as India inaugurates the game-changing Women’s Premier League this year.

“As a brand, we are committed to strengthening diversity, equity and inclusion in society, and this partnership is an ode to that vision. Max Life believes in the message ‘Khelo Front Foot Pe’ and as women cricketers revolutionize sports in this country, we hope our message to the audience finds greater resonance and highlights the importance of financial protection.”

A Mumbai Indians spokesperson added: “We are happy to associate with Max Life Insurance, one of the leading insurance providers, as our official life insurance partner. The family of MI teams gives us the opportunity to look at a wider pool of partners that we can engage with, and we are glad that we can offer Max Life Insurance a platform that they can leverage, to reach out to, across demographics.”

Recently Max Life announced the captain of the men’s Indian Cricket team Rohit Sharma and his wife Ritika Sajdeh as its brand ambassadors. The power couple are firm believers in being equal participants in making decisions to protect the financial future of their family and through their collaboration, aim to emphasize the importance of early financial planning, especially among the young consumers.

Max Life Insurance Company Limited is a Joint Venture between Max Financial Services Limited and Axis Bank Limited.

Mumbai Indians, owned by Reliance Industries Limited, runs the Mumbai Indians franchise in the IPL. With the recent expansion of #OneFamily, MI has four T20 teams across three countries, including MI Emirates in UAE’s International League T20 and MI Cape Town in South Africa’s SA20, which made their respective debuts in 2023, and the Mumbai team in the WPL.