Insurance companies take to sports & fitness for brand-building

This is good news for sports enthusiasts in Mumbai as private life insurer IDBI Federal Life Insurance will be focusing more on sports and fitness as part of their brand-building efforts.

“As an organisation we wish to bring about a positive change that helps us shape a better future. Sports has always empowered people to develop into disciplined, responsible and mature winners who make a real difference around them.

What better opportunity for us than to partner with a wide variety of sports and fitness events — events that range from discovery and nurturing of talent to running as a community that add to the well-being of the society at large,” said the CEO of IDBI Federal Life Insurance.

Here are some of the initiatives where the company will be actively involved.

• The company already has two Bowling Foundations — one with the Mumbai Cricket Association (MCA) in Mumbai and the other with Karnataka State Cricket Association (KSCA) in Bengaluru, in order to help produce first-rate bowlers for India. Australian pace legend Jeff Thomson has been brought on board as the international coach for the Bowling Foundations.
• IDBI Federal Life Insurance will also be tying with ‘Young Heroes’, a 15-city inter-school football talent hunt.
• The company also sponsors two marathons — one in Kochi and the other in Kolkata, to promote a healthy and fit lifestyle.
• To boost cricket in Bengal, the company supports all the endeavours of the Cricket Association of Bengal (CAB). The company will also launch the IDBI Federal Life Insurance 12th D.Y. Patil T20 Cricket Tournament to be held in Navi Mumbai.

If companies start taking such interest in sports and fitness, its only going to encourage more people get into sports and fitness, and in the process develop great sportsmen for India.