TCM Sports Management (TCM) has acquired exclusive commercial sponsorship rights to all Asian Cricket Council (ACC) Asia Cup competitions through 2031.
This historic appointment will strengthen TCM’s decade-long partnership with the ACC, granting them exclusive rights to on-ground advertising and sponsorships for men’s and women’s Asia Cup events.
The sponsorship package would offer TCM title and official sponsorship rights, allowing it to define the branding setting for ACC events.
TCM secured the rights via a bidding war that included other top sports marketing companies, and the agreement was finally awarded based on a compelling proposal. TCM has also guaranteed extra value-added promises, which has made the agreement much more appealing.
TCM will supervise sponsorship and advertising for the foremost ACC Asia Cup competitions, which include the Men’s and Women’s Asia Cups, the Men’s and Women’s Under-19 Asia Cups, and the Men’s and Women’s Emerging Teams Asia Cups. These tournaments provide enormous access to a dedicated cricket audience across Asia, making them ideal prospects for sponsors.
TCM will use a 360-degree strategy, developing unique engagement assets such as tournament anthems, mascots, trophy tours, and ACC programs that are adapted to local cultures. TCM also intends to launch the first ACC Awards to recognise remarkable achievements among Asian cricketers. This complete strategy provides sponsors with multidimensional exposure, boosting brand impact and cultural relevance.
TCM will oversee sponsorship for significant events like the upcoming Men’s Asia Cup tournaments in 2025, 2027, 2029, and 2031. With a rapidly growing cricket viewership in Asia, these tournaments provide unparalleled potential for brand engagement. The previous Men’s Asia Cup had over 450 million global viewers, demonstrating the potential reach for partners.
Mr Shammi Silva, Chairman, Finance & Marketing Committee, Asian Cricket Council, said, “The ACC tournaments have become a showcase of the exceptional talent and competitive spirit in Asian cricket, with teams from across the continent achieving remarkable success on the global stage. The ACC events provide a unique opportunity for sponsors to connect with a massive and passionate fan base, and the ACC’s partnership with TCM will further strengthen the reach and impact of these events across Asia.”
Mr Lokesh Sharma, Managing Director, TCM Sports Management, said, “We are honoured to partner with the Asian Cricket Council in this pivotal agreement. The Asia Cup is a major event in the cricket calendar, and we look forward to working with the ACC to deliver exceptional sponsorship experiences and drive value for all stakeholders. Cricket’s popularity in Asia continues to soar, and we are excited to contribute to the growth and success of these tournaments.”