Hiscox's reinsurance staff don't like cricket ... they love it.

The 2005 Bermuda start-up has its name proudly emblazoned across the national cricket team's World Cup strip after stepping in to a gap left by a sponsorship rule that forbade Bank of Bermuda Foundation, or any other bank, from appearing as a team sponsor in the event.

Into the breach stepped Hiscox, whose local staff include a great many cricket fans, and figured it would be a good tie-in for the company to back the Bermuda team as they make history in their first ICC World Cup appearance.

The value of the sponsorship is a closely guarded secret, but a number of Hiscox personnel will be heading south to watch the national squad face India.

Hiscox set up a Bermuda company in December, 2005 in the wake of the Katrina/Rita/Wilma hurricane season. Hiscox's parent company re-domiciled in Bermuda late last year.

Chief financial officer Rob Mehta explained: "There are a lot of cricket supporters in the office who said it would be nice to go down and follow the Bermuda team."

Mr. Mehta learnt from Neil Speight, Bermuda Cricket Board's chief executive, that the national team's sponsors Bank of Bermuda Foundation was unable to have its name on the team kit because the World Cup event was already being sponsored by Visa and Scotiabank and no rival bank was being allowed in on the action as a consequence.

Mr. Speight asked if Hiscox would like to fill the sponsorship gap and the idea was pitched to chief executive officer Robert Childs who agreed the deal would be a great fit for the company.

Mr. Mehta said: "Everyone is enthused. We are going to go down to watch Bermuda play the India team. There are a lot of English guys in the office who are really into cricket."

Once the world cup is over Bank of Bermuda Foundation will resume its place as the team sponsor.

Hiscox however will also be keeping its interest in Bermudian cricket alive as it intends to sponsor an under-10s youth cricket league on the Island.