TCM emerged victorious through a competitive bidding process, edging out other top sports marketing agencies with a compelling proposal that included additional value-added commitments to the ACC. Under the partnership, TCM will hold title and official sponsorship rights for all ACC tournaments, creating opportunities for sponsors to reach millions of cricket fans throughout Asia. This arrangement also enables TCM to craft a comprehensive branding experience across events such as the Men’s and Women’s Asia Cups, Under-19 Asia Cups, and Emerging Teams Asia Cups, bringing its innovative touch to engage with the vast cricket audience.

The scope of TCM’s responsibilities includes a 360-degree engagement strategy, featuring tournament anthems, mascots, trophy tours, and local initiatives to enhance fan connections. Additionally, TCM plans to launch the first ACC Awards, an initiative to recognize and celebrate exceptional performances by Asian cricketers. With the Men’s Asia Cup tournaments in 2025, 2027, 2029, and 2031 among the highlight events under this sponsorship deal, TCM’s vision promises to enhance brand exposure and foster cultural relevance for its partners. The last Men’s Asia Cup drew over 450 million viewers worldwide, underscoring the massive reach these tournaments can offer.

“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,” said Shammi Silva, Chairman of the ACC Finance & Marketing Committee.

Lokesh Sharma, Managing Director of 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.”