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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.
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 partnerships, media sales, in-stadia operations, and talent and event management.
Won BCCI rights in 1993 for Tests/ODIs and first-class cricket. Brought Pepsi and Shaw Wallace as partners
Embarked on our Cricket World Cup journey as a consultant for Wills during the 1996 World Cup
Looked after the Pepsi-BCCI partnership for two decades including the Pepsi Independence Cup in 1997 and the Pepsi Asia Cup
Represented Rahul Dravid for more than 2 decades, along with Anil Kumble, Irfan Pathan, Mohd. Kaif, and Javagal Srinath
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
Provided IPL with its first-ever title sponsor, DLF, and managed the title sponsorship for 5 years
Been awarded the Exclusive Commercial Rights by Asian Cricket Council for all their tournaments since 2016 Asia Cup
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
Organized in collaboration with TCM by Karnataka State Cricket Association, Maharaja Trophy KSCA T20 boasts a reputation of being the most-watched domestic tournament of 2023 with broadcast traction of more than 3 crore unique viewers just by its second 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.
As the Punjab Cricket Association unravelled the tournament’s debut season in 2023, Sher-E-Punjab was quick to become a massive success with 2 crore 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 and resulted in a turnout of over 15000 people during the final match. TCM holds the commercial and broadcasting rights for Sher-E-Punjab.
The Andhra Premier League is a domestic T20 league hosted in Vizag, Andhra Pradesh. The marquee event saw its inception in 2022 and became a humongous success with viewership and engagement across platforms being in millions.
TCM bagged broadcasting and commercial rights, bringing in hugely substantial sponsorships and world-class broadcasting of the event on Star Sports and streaming on FanCode.
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