Leading insurer enters cricket for the first time with focus on amplifying Match Officials
Mumbai: The ‘cool kid’ and innovator of South African insurance, King Price, has been announced as the Proud Insurance Partner of SA20. The award-winning insurer will bring its trademark culture of fun and innovation to the League — with a special focus on celebrating one of the most essential roles in every match: the match officials.
Established in 2012 as a passionate and disruptive start-up, King Price has scaled into a multi-billion-rand entity and a leading player in the South African insurance market. The partnership will come to life through out-of-the-box strategies and activations aimed at giving the umpires and fans in the stadiums a royal experience.
King Price’s partnership has reinforced the League’s strong commercial momentum heading into Season 4, with the recently announced partnership renewals with rain, Switch Energy Drink and Absa solidifying a distinguished roster of partners.
SA20 League Commissioner, Graeme Smith, has welcomed the new addition: “We are delighted to welcome King Price to the SA20 family. They are an energetic, dynamic, and proudly South African business which has been hugely successful in transforming the insurance industry. Their unique and disruptive approach to make insurance great again positions them as a perfect partner for the League. As we continue to innovate both on and off the field, we look forward to working together to further enhance the SA20 match day experience.’’
The partnership marks King Price’s first entry into partnering with a professional sports property, adding to their current sponsorship of schoolboy rugby through the King Price Derby Series.
As a bold, proud and purpose-driven brand, De Wet van Deventer, Head of Marketing at King Price Insurance, believes the collaboration is a natural fit.
“We wanted to partner with SA20 because it’s not just cricket — it’s South Africa in technicolour,” he said. “It’s laughter, unity and pride; a place where skill meets swagger, and where the boundary between sport and entertainment blurs. It’s that uniquely Mzansi energy that reminds us of our shared heartbeat and that’s exactly where we belong.”
“We’re an #UnapologeticallySouthAfrican brand built on people, not policies. It’s not the ball or the runs that really matter it’s the moments we share, the laughter, the pride, and the sense of togetherness that cricket brings to every corner of our country.”
With less than two months to go, the countdown to Season 4 is well underway. SA20 promises another season of world-class cricket and entertainment. Fans can look forward to packed stadiums, exciting activations, and electric atmospheres as South Africa’s best cricketers and international icons set the stage alight. The opening match will see defending champions MI Cape Town take on Durban’s Super Giants at Newlands on 26 December.
Tickets for all matches are available at www.sa20.co.za and at all six stadium ticket offices.
