Axis Max Life ties up with Star Sports for T20 World Cup 2026

Axis Max Life Insurance Limited has partnered with Star Sports’ Amul Cricket Live as an Associate Partner for the ICC Men’s T20 World Cup 2026, scheduled to be held in India and Sri Lanka. The collaboration will see the insurance brand featured prominently during pre-match build-ups and post-match analysis segments throughout the tournament.

The association gives Axis Max Life visibility during one of cricket’s biggest global events, placing the brand in front of large television and digital audiences. The company plans to use the platform to build conversations around financial protection, linking the themes of planning and risk management in cricket with long-term financial decision-making.

As part of the campaign, Axis Max Life has rolled out a series of advertisements featuring cricketer Rohit Sharma, Ritika Sajdeh, and South Indian actor Allu Sirish. The films position Sharma in the role of a caring father figure, while also introducing a crossover between cricket and cinema through Sirish’s presence. The campaign aims to present insurance in a more relatable, everyday context rather than through traditional financial messaging.

Rahul Talwar, Director & Chief Marketing Officer, Axis Max Life, said, "Our partnership with Star Sports for the ICC Men’s T20 World Cup 2026 anchors the Bharosa narrative at the intersection of sport and culture. For us, cricket is more than a reach vehicle; it is a powerful consumer platform where conversations around performance, protection, and legacy come together.By integrating Allu Sirish into the Rohit–Ritika universe, we’ve brought together the charisma of cinema and the intensity of cricket to make financial protection life-stage relevant and culturally resonant. On this global stage, we are moving beyond promises to build trust through action, ensuring security becomes a priority for Indian households.With cricket’s unmatched universal appeal, this partnership reinforces our 'Bharosa Tum Ho' brand campaign, rooted in the belief that financial security is built on trust that is consistently earned.”

From the broadcaster’s side, the deal reflects the growing role of sports platforms in brand storytelling tied to measurable outcomes.

Anup Govindan, Head - Sales, Sports, JioStar said, “Axis Max Life Insurance coming on board reflects a shift toward platform-led, long-term collaborations that prioritise effectiveness and outcomes. For the ICC Men’s T20 World Cup 2026, JioStar will deliver unmatched scale across a captive audience that allows Axis Max Life to anchor its brand narrative, drive real business metrics across brand and performance objectives and build emotional connection at scale.”

The partnership will be supported by a seven-week media push planned around the January–March quarter. The campaign will run across linear television, including news, general entertainment, and regional channels, along with digital platforms such as YouTube and Meta. The objective is to maintain visibility across multiple touchpoints during the tournament window, when audience engagement is typically high.

Through this association, Axis Max Life is looking to strengthen its presence among Indian households by linking its financial protection messaging with a sporting event that draws consistent, nationwide attention.