Zurich Group Germany is using a new partnership with Hakuna, eichels GmbH and RACE RESULT to bring insurance into the digital customer journey for sporting events, creating a new distribution channel for ticket protection.
The initiative introduces Eichels Entry Fee Protection, allowing people registering for selected running and triathlon events to insure their entry fees at checkout. If they later become unable to participate, they can apply for reimbursement in line with the policy conditions. The launch also represents Zurich’s first move into standalone ticket insurance in Germany.
The model connects insurance underwriting, event distribution and registration technology in a single process. Zurich assumes the insurance risk, eichels offers the product to event participants, and RACE RESULT supplies the technical infrastructure that links the cover to registration. Hakuna provides the digital insurance operations behind the service.
The agreement builds on Zurich and Hakuna’s existing relationship in product protection. Hakuna’s embedded insurance platform enables businesses to offer insurance alongside their own products and services, creating opportunities to reach customers at the point of purchase rather than through separate sales channels.
For the ticket protection offering, Hakuna will oversee policy issuance, contract administration and claims settlement. Artificial intelligence will automate a significant share of claims, supporting a more streamlined digital process from purchase through to resolution.
The partnership illustrates how insurers can use third-party platforms to reach customers through established commercial journeys. By integrating insurance into event registration, the companies can offer protection at the moment participants pay their entry fees, while connecting distribution with policy servicing and claims management.
The initial rollout will focus on selected events organised by eichels, including the ADAC Marathon Hanover and the Hanover Triathlon at Maschsee Lake. The partners plan to evaluate the model before exploring opportunities to extend it to other organisers and event categories.
Sebastian Wolf, head of partnerships at Zurich Group Germany, said, “With ‘Eichels Startgeldschutz’ (Eichels Starting Fee Protection), we are entering the market for standalone ticket insurance for the first time. We are deliberately starting in the running and endurance event sector to gain experience with the model. In the future, we want to make this approach available to other organisers and event formats together with our distribution partner.”
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