MUMBAI: Max Life Insurance Company has renewed its association with the Royal Challengers Bangalore (RCB) for the upcoming season of the Indian Premier League (IPL) 2021. For the third consecutive year, Max Life will serve as the official life insurance partner of the Virat Kohli-led team, with a logo presence on the non-leading trouser leg.

Through this partnership, Max Life Insurance seeks not only to motivate the RCB cricketers to play with 'Protection on the Front Foot' but also encourage its larger fan base to protect themselves with term life insurance financially. The association reinforces the company's belief 'You Are the Difference' which reaffirms that as an individual, it is 'You' who brings a difference to the lives of your loved ones and must therefore secure their financial well-being by investing in a robust term life insurance plan.

Max Life director and chief marketing officer Aalok Bhan said, "It's true that consumer sentiments remained largely affected due to Covid -19, but with the nation binding event that cricket and especially Indian Premier League is, one can look forward to a positive spin. We are thrilled to partner with Royal Challengers Bangalore for the third consecutive year as their official life insurance partner. Through the means of this partnership, we aim to reach out to the team's diverse and dynamic audience base with the message that they are the difference in the lives of their loved ones. Also, in these financially challenging times brought by the pandemic, it remains crucial to consider life insurance for securing one's financial future, especially with term insurance plans, that offer income benefits, at the time that it is needed the most."

Royal Challengers Bangalore vice president & head Rajesh V Menon said, "We are pleased to associate with Max Life Insurance as our official life insurance partner for the third year in a row. Our partnership gives us the opportunity to create awareness about financial protection and its importance in life. While the protection of players on the field is taken care of in many ways, it is imperative to gear up well in life too, by calculating risks and leading with financial protection. Thus, becoming a very meaningful proposition to engage with our fans."

The latest edition of the IPL is scheduled to begin in Chennai from 9 April 2021.