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who we are

India’s biggest and premier Sports Marketing & Management, company Twenty First Century Media Pvt. Ltd. (TCM), was founded by sports journalist and entrepreneur Lokesh Sharma in 1993.

Since then TCM has worked with world cricket for over two decades and managed the sponsorship of over 1000 cricket matches globally including Cricket World Cups, Asia Cups, IPL and International matches in India, West Indies, South Africa, Australia, UAE and England.

Besides cricket, TCM has been involved in various other sports including Hockey, Football, Badminton, Kabaddi, Golf and also managed Indian and international Sporting talents.

TCM has also provided expertise in areas of Sports Consultancy, In-Stadia advertising, Talent management, Content Creation, Sponsorship Acquisition and Management, Event Management, Advertising Sales, Ideation, Hospitality Management, Branding and Dressing of Venues.

25+ Years of Experience

1500 Matches Globaly

1200+ Million in Sponsorship

Our Journey

1993
Enters into and manages multiple contracts with Shaw Wallace for Test matches and Pepsi for ODIs and domestic cricket
1993
Helps Pepsi put together cricket programme, featuring Sachin Tendulkar and Mohammad Azharuddin
1993
Launches sports media syndication with original content for newspapers and TV channels; has gone on to be one of India’s leading agencies in sports media syndication
1995
Moves into athlete representation by signing emerging star Rahul Dravid; manages him for a decade and half
1995
Becomes consultant to India's largest sponsor, ITC Ltd, for Wills tri series 1995 and Wills World Cup 1996
1995
Manages the portfolios of stars like Anil Kumble, Gautam Gambhir, Shikhar Dhawan, Mohammad Kaif, Irfan Pathan, Yusuf Pathan, Narain Karthikeyan (motor racing) and Jamie Dwyer (hockey)
1998
Enters into in-stadia advertising domain and has gone on to own rights for most of the cricket grounds in India
1998
Gets involved in other sports such as football (Durand Cup) and in reviving India vs Pakistan hockey Test series
1999
More brands like Titan, Kelvinator, Hero Honda, Britannia, Ambuja Cement, Samsung, Reebok, Standard Chartered and other come into the fray
1999
Held rights to In-stadia and serviced sponsorship in South Africa, Australia, Pakistan, Bangladesh, Sri Lanka, West Indies and the UAE
2002
Introduces 3D logo mats in collaboration with Logo Paints.
2003
Manages Pepsi's cricket programme in overseas territories too.
2004
Managed sponsorship for historic Samsung Cup 2004 (India vs Pakistan) in Pakistan
2004
In 2004, TCM organized the ‘Beef and Lamb Show’ - a chat show staged by two cricketing greats - Ian Botham and Allan Lamb.
2008
Plays active role in the game-changing Indian Premier League (IPL)
2008
Manages image and look of all venues
2008
Assists GMR Sports Pvt Ltd in establishing its Delhi franchise Delhi Daredevils and in hospitality and sponsorship Sales.
2008
Manages main sponsor DLF’s interest in IPL
2008
Assists Kings XI Punjab in sponsorship sales. Acquires sponsorship from brands like Royal Challenge, Britannia, Hero Honda, Coca Cola, Emirates
2009
Facilitates title sponsorship for Champions League T20
2009
Assisted BCCI in managing sponsors
2009
Oversees the look and feel of all venues
2010
Facilitates Airtel-BCCI on ground partnership for international and domestic cricket in India for three years
2010
Manages Airtel’s title sponsorship for both international and domestic cricket matches for three years
2011
Plays active role in the ICC Cricket World Cup 2011 – overseeing the image and look of all venues in India
2011
Executes in-stadia marketing and advertising rights awarded by West Indies Cricket Board for the nine-match series with India
2012
Partners Hockey India in re-energising Hockey in the country by raising significant sponsorships from reputed brands like Sahara and Aircel
2012
Generates sponsorship of over Rs 10 crore and that lets Indian teams take part in key tournaments and makes Hockey India host world-class events
2013
Partners Hockey India in creating and launching Hockey India League -- which became a Rs 100 crore league
2013
Manages the league from the scratch
2013
Acquires sponsorship from brands like Hero MotorCorp, Airtel, Videocon, NTPC
2013
Generates more than Rs 40 crore for HIL through media rights, central sponsorship and franchise fees
2013
Brings Yes Bank, Coca Cola, Star India and Technology Frontier on board in subsequent years
2013
Gets Cairn India to support Indian hockey team
2014
Facilitates and manages title sponsorship of Skill India for Kabaddi World Cup 2016
2014
Assists Doit Sports in establishing Pro Kabaddi League’s Delhi franchise, Dabang Delhi, by managing team and event operations
2014
Manages image and look of all venues of inaugural Indian Super League football