Who We Are | Twenty First Century Media

Overview

Twenty First Century Media Pvt. Ltd. (TCM) was founded in 1993 with a vision to create value for the right owners, consumer brands and fans by delivering quality content through its sports marketing efforts. We have transformed the sports industry as India’s premier Marketing company- From creating highly customized sports strategy from ideation to execution, we’re game for all of it.

We have worked closely with world renowned sports federations and brands for over two decades, helping them create a global image and brand loyalty. Our work has taken us to countries & events around the world. We have successfully managed the sponsorships of 1500+ Cricket matches including World Cup, Asia Cup & IPL. Besides cricket, we also engage in sports marketing for Hockey, Kabaddi, football etc. We also manage Indian & international sporting talents.

Our Vision

To create value for the rights owners, consumer brands and fans. Our aim is to form a long-lasting partnership between sports & businesses. We do this by creating opportunities for brands to partner with sporting properties to achieve their marketing goals

Our Story

TCM won the BCCI rights in 1993 for Tests/Odis and First-class cricket. Brought Pepsi and Shaw Wallace as partners and acted as consultant for ITC, largest sponsor for World Cup 1996.

First company to bring structure to the athlete representation ecosystem. Represented Rahul Dravid for almost 3 decades.

Managed Titan Industries involvement in the Titan Cup in 1996 between South Africa, Australia, and India. First time a Tata company became a sponsor in a major cricket event.

Consultant to Indian Oil over the years. Hired talent for their broad marketing and promotional events. Managed their involvement in the Indian Oil Cup and the Indian Oil Asia Cup.

Pivotal in resuming the India-Pakistan Hockey Series in 1998 after gap of 10 years. The series was inaugurated by late former PM, Shri Atal Behari Vajpayee on his oath taking day.

Managed and executed 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.

Managed the Pepsi-BCCI relationship for two decades. Signed young and bright talent for Pepsi including Sachin Tendulkar, Mohd. Azharuddin and Vinod Kambli.

Managed DLF’s interest in the inaugural IPL years as title sponsor and facilitated Airtel’s on-ground title partnership with BCCI for 3 years.

Facilitated Title Sponsorship with Airtel for the Champions League T20 and later Karbonn too.

Managed Fly Emirates partnership with Punjab IPL Team from 2009 – 2011 and managed Hero’s partnership with Delhi IPL team.

Managed Colgate’s partnership with Sunrisers Hyderabad, Punjab Kings, Delhi Capitals, Rajasthan Royals and from 2008 – 2015 managed Aircel’s partnership with Chennai Super Kings.

Facilitated Sachin Tendulkar’s multi year brand ambassador deal with Paytm First Games in 2020.

Managed Kingfisher’s promotions in a partnership with Delhi IPL Team, Punjab IPL Team, Deccan Chargers and Rajasthan Royals.

Managed Complete Operations and Hospitality Sales for Delhi franchise.

Handled look and feel branding for IPL, HIL, HWL and Champions Trophy.

Facilitated Dale Steyn’s multi year brand ambassador deal with Parimatch in 2021.