Brands
Generali sponsors Italy’s debut at men’s T20 World Cup 2026
HONG KONG: Generali has stepped onto the cricket pitch, throwing its weight behind Italy’s national team as it prepares for its first-ever appearance at the ICC Men’s T20 World Cup 2026, to be held across India and Sri Lanka.
The Asian arm of the Italian insurance giant has signed on as sponsor for Italy’s historic debut at the tournament, which runs from 7 February to 8 March and features 20 international teams competing every two years.
The partnership marks a milestone moment for Italian cricket, which has steadily built its global presence before finally breaking into one of the sport’s biggest stages.
Generali asia regional officer Rob Leonardi, said the sponsorship reflected both the growing profile of the Italian team and the prominence of cricket across the region.
“With cricket playing such an important role in this dynamic part of the world, Generali is proud to support Italy’s debut in the T20 World Cup,” he said, adding that the national side had made “great strides” in establishing its international reputation.
Italian Cricket Federation president Maria Lorena Haz Paz, described the collaboration as both symbolic and strategic.
“Strengthening our partnership with Generali, an Italian brand of outstanding international stature, is a source of pride for the entire Italian cricket movement,” she said. “It supports our team at a historic moment and reflects a shared vision of growth and long-term development.”
Italy will compete in Group C, alongside Scotland, England, Nepal and West Indies, with matches split between two of India’s most iconic venues: Eden Gardens in Kolkata and Wankhede Stadium in Mumbai.
Their group fixtures include:
9 February 2026 – Italy vs Scotland, Eden Gardens, Kolkata
12 February 2026 – Italy vs Nepal, Wankhede Stadium, Mumbai
16 February 2026 – Italy vs England, Eden Gardens, Kolkata
19 February 2026 – Italy vs West Indies, Eden Gardens, Kolkata
The tournament will offer Italy a global stage at grounds synonymous with cricket history, adding to the significance of their maiden World Cup campaign.
Generali’s association with Italian cricket is not new. The group was among the federation’s earliest partners, backing the sport during its formative years in Italy. The latest sponsorship signals a continuation of that relationship, now playing out on the world’s biggest cricketing platform.
Founded in 1831, the Generali Group is one of the world’s largest integrated insurance and asset management players, operating in more than 50 countries. In 2024, it reported premium income of €95.2 billion and assets under management of €863 billion, serving 71 million customers globally.
The Italian Cricket Federation, established in 1980 and affiliated with the International Cricket Council, oversees the sport’s development across Italy. Its qualification for the 2026 T20 World Cup marks the most significant achievement in the country’s cricketing history, following years of grassroots expansion and competitive restructuring.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
