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TCM (Twenty First Century Media Pvt. Ltd.) has been a pioneer in shaping the sports industry, establishing itself as India’s leading sports management and marketing company since 1993.
Our mission has been to deliver exceptional value to rights owners, consumer brands, sports enthusiasts, and anyone seeking to harness the power of sports. We have forged close partnerships between sports federations and brands, enabling global and devoted fanbases.
Our journey has taken us across the globe, where we’ve effectively overseen the management of rights and sponsorships for multiple editions of the World Cup, Asia Cup, IPL, bilateral series, and domestic competitions. Beyond cricket, we extend our expertise to sports marketing in areas such as hockey, kabaddi, football, and more.
Our Vision
Helping Brands Enter The World Of Sports
Our Captain
Lokesh Sharma, Managing Director
Making a mark in the Industry as a renowned Sports Journalist, Lokesh Sharma founded TCM in 1993. Since then, he has been a trailblazer in reshaping the global sports landscape with pioneering innovations. Over the years, he has built a team that specialises in sports marketing disciplines spanning sponsorship activation, brand partnership, media sales, in-stadia operations, talent, broadcasting and event management.
Our Team
Sanjay Kailash
Chief Revenue Officer
Shashank Gulani
Executive Vice President
Rishib Sahny
Executive Vice President
Sudip Roy
Executive Vice President
Sayed Akram Ali
Executive Vice President
Carlton Saldanha
General Manager
Binod Rana
VP, Finance
Manish Padhi
AVP, TCM Dubai
Darshan Majethia
AVP- Sponsorship Sales
Rohit Tomar
AVP, Operations
Madhav Bhushan
AVP, Partnerships
Rohan Bajaj
AVP, Creative Services
Karan Sangani
Sr. Manager, Sales
Rahul Chowdhary
Head of Operations-Planning
Tanisha Ballal
Sr. Manager, Operations
Dharmender Singh
Sr. Manager, Accounts
Rohan Gohain
Manager, Sales
Nimaye Sapra
Manager, Business Development
Nicholas Godfrey
Manager, Operations
Manorma Chauhan
Corporate Travel Desk Manager
Aayush Sharma
Asst. Manager, Business Development
Siddhi Rane
Operations- Assistant Manager
Lalit Kumar
Graphics Editor
Anil Kumar Poddar
Graphic Designer
Subarna Das
EA, MD's Office
Dominate with Excellence
Our Story
ACC Partnership
TCM Sports Management now holds exclusive sponsorship rights for ACC Asia Cups until 2031, enhancing events and fan experiences.
BCCI PARTNERSHIP
Won BCCI rights in 1993 for Tests/ODIs and first-class cricket. Brought Pepsi and Shaw Wallace as partners.
Wills World Cup
Embarked on our Cricket World Cup journey as a consultant for Wills during the 1996 World Cup.
Pepsi x BCCI
Looked after the Pepsi-BCCI partnership for two decades including the Pepsi Independence Cup in 1997 and the Pepsi Asia Cup.
Talent Management
Represented Rahul Dravid for more than 2 decades, along with Anil Kumble, Irfan Pathan, Mohd. Kaif, and Javagal Srinath.
Titan Cup
Managed the Titan Cup in 1996 between South Africa, Australia, and India — the first time a TATA company became a sponsor in a major Cricket event.
DLF x IPL
Provided IPL with its first-ever title sponsor, DLF, and managed the title sponsorship for 5 years.
Played a pivotal role in organizing the Durand Cup, oldest existing football tournament in India.
Had a significant role in resuming the India-Pakistan Hockey Series in 1998 after a gap of 10 years. The series was inaugurated by late former PM Shri Atal Behari Vajpayee on oath-taking day.
Oversaw Pepsi’s relationship with BCCI for over two decades and created some major marketing campaigns. Signed young and bright talent for Pepsi including Sachin Tendulkar, Mohd. Azharuddin, and Vinod Kambli.
Activated the ‘Nothing Official’ campaign for brand Pepsi. This was a cheeky ambush on Coca Cola during the 1996 World Cup and grabbed all the eyeballs.
Been a consultant to Indian Oil over the years. Hired talent for the group for their broad marketing and promotional events. Managed their involvement in the India Oil Cup and the Indian Oil Asia Cup.
Facilitated the Title Sponsorship with Airtel and Karbonn for the Champions League T20.
Oversaw Airtel’s on-ground association with BCCI for 3 years.
Onboarded sponsors for the historic Samsung Cup between India and Pakistan.
Managed Fly Emirates partnership with Punjab IPL Team from 2009 – 2011 and managed Hero’s partnership with Delhi IPL team.
Onboarded Vivo as the Title Sponsor for the Pro Kabaddi League.
Partnered up with Hockey India in launching the Hockey India League.
Executed some iconic brand activations like ‘Britannia Khao, World Cup Jao’.
Activated ‘Vodafone Superfan Junior’ campaign with Ravi Shastri and Rameez Raja.
Onboarded Vodafone as the Title Sponsor for the Pro Badminton League.
Handled look and feel branding for IPL, HIL, HWL and Champions League.
Facilitated Sachin Tendulkar’s multi year brand ambassador deal with Paytm First Games in 2020.
Organising and scaling up Domestic Men’s and Women’s T20 Tournaments across several states in the country.
Managing DP World’s partnership with ACC and ICC with them being the Title Sponsor for Asia Cup 2022, sponsor for Asia Cup 2023 and a sponsor for ICC World Cup 2023.
Bagged a multi-year deal with ICC to be the Official Agency for Static Signage Management and Production since ICC World Cup 2023.
ACC Partnership
TCM Sports Management now holds exclusive sponsorship rights for ACC Asia Cups until 2031, enhancing events and fan experiences.
Hong Kong Sixes
Partnered with Cricket Hong Kong, China (CHK), TCM revived the iconic Hong Kong Sixes, blending tradition with a fan-first, modern cricket experience.
Nepal Premier League (NPL)
TCM is driving the success of the rapidly growing Nepal Premier league by leveraging star players and exciting cricket to inspire a new generation of Nepal Cricketers.
Bhutan T20I Quadrangular Series
Bhutan debuted on the international cricket stage with the Bank of Bhutan T20I Quadrangular Series. TCM Sports partners with the BCCB to elevate the sport in Bhutan through innovative event management.
Maharaja Trophy KSCA T20
Organized in collaboration with TCM by Karnataka State Cricket Association, Maharaja Trophy KSCA T20 continues to boast its reputation as the most-watched domestic tournament of 2024, attracting broadcast traction of more than 30 Million unique viewers in its third season.
TCM has held exclusive commercial and broadcasting rights since the tournament’s inception in 2022 and handles end-to-end execution of the event, including sponsorship management, hospitality, event operations, ticketing, broadcast, and overall marketing.
Sher-E-Punjab T20 Cup
As the Punjab Cricket Association unravelled the tournament’s second season in 2024, Sher-E-Punjab was quick to become a massive success with 16 million unique viewers via broadcast. In the days leading up to the tournament, legendary cricketers and current Indian players promoted the event as part of our social media campaign which brought in tremendous fan engagement.
Soon, this became the most highly anticipated tournament in its native state of Punjab. TCM holds the commercial and broadcasting rights for Sher-E-Punjab.
Andhra Premier League (APL)
The Andhra Premier League (APL) 2024 was a massive hit, captivating audiences across the nation. With a staggering 27 Million viewers tuning in, the league's popularity soared to new heights. TCM's strategic partnership ensured world-class broadcasting on Star Sports and FanCode, attracting major sponsors and elevating the APL to new levels of excitement.
Kerala Cricket League (KCL)
The Kerala Cricket League (KCL) made a successful debut in 2024, captivating cricket fans across the state. With over 14.4 Million viewers tuning in, the tournament quickly gained popularity. A robust social media campaign featuring renowned cricketers further fueled the excitement and engagement. The final match drew a massive crowd, creating a truly electric atmosphere. TCM holds the commercial and broadcasting rights for the KCL, ensuring its continued growth and success.
Pondicherry Premier League (PPL)
The Pondicherry Premier League (PPL) 2024 was a resounding success, captivating a massive audience of 5.4 million viewers. With a strong focus on fan engagement and world-class production, the tournament delivered a thrilling cricket experience. TCM, as the rights holder, played a pivotal role in the PPL's success, ensuring its smooth execution and global reach.
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