Generali Asia has announced it will sponsor the Italian national cricket team for its first-ever appearance at the ICC Men’s T20 World Cup, as the insurer looks to strengthen brand visibility across Asia through high-profile sporting partnerships.
The sponsorship will cover Italy’s participation in the ICC Men’s T20 World Cup 2026, which will be held in India and Sri Lanka from February 7 to March 8. The tournament marks Italy’s debut at a senior men’s cricket World Cup, following its qualification for the first time.
The biennial T20 World Cup features 20 international teams and is one of cricket’s most commercially significant global events, particularly in South Asia, where the sport commands large audiences and strong consumer engagement.
Rob Leonardi, Asia regional officer at Generali, said the partnership aligns with the group’s regional strategy. “Given the prominence of cricket in this dynamic region for sports, Generali is proud to be supporting Italy’s debut in the T20 World Cup,” Leonardi said.
Italy will compete in Group C alongside England, Scotland, Nepal, and the West Indies, with matches scheduled at Eden Gardens in Kolkata and Mumbai’s Wankhede Stadium. The venues are among the most recognisable in world cricket and are expected to draw significant global viewership.
The Italian Cricket Federation President, Maria Lorena Haz Paz, said the sponsorship builds on a long-standing relationship with Generali, which was among its early partners during the sport’s development phase in Italy.
For Generali, the sponsorship adds to a broader push to connect its brand with major international platforms, particularly in Asia, where the group continues to expand its insurance and asset management footprint.
Generali operates in more than 50 countries worldwide and reported total premium income of €95.2bn in 2024, with Asia identified as a key growth region within its global strategy.
