The Asian Cricket Council (ACC) regional governing body has once again appointed India’s TCM Sports Management as the exclusive agency covering sponsorship sales for its national teams’ Asia Cup.
Through a deal unveiled yesterday (November 14) and running through 2031, TCM holds exclusive commercial rights for all Asia Cup tournaments for the next seven years - including editions of the prestigious men’s tournament in 2025, 2027, 2029, and 2031.
This extends TCM’s overall relationship with the ACC - the last tie-up between the pair came in August 2019 (reportedly with a value of $9.45 million), with TCM having also held rights across the 2016-19 cycle.
TCM, the regional cricket body secured these rights “through a competitive bidding process that included participation from other leading sports marketing agencies.” The ACC has said that TCM’s bid came out on top because the agency “promised additional value-added commitments.”
The ACC first invited brands looking for 2024-27 sponsorship opportunities to express their interest in late July.
Aside from the six-team men’s Asia Cup, the deal also extends across the women’s tournament, the under-19 Asia Cup (both men’s and women’s), and the Emerging Teams Asia Cup.
TCM now has sole rights across on-ground advertising and sponsorship opportunities during these tournaments, as well as title sponsorship rights.
The agency will take a 360-degree approach, the ACC has said, through the creation of assets such as “tournament anthems, mascots, trophy tours, and ACC initiatives tailored to resonate with local cultures.” The agency is apparently also set to introduce the first-ever ACC Awards.
Lokesh Sharma, TCM Sports Management’s managing director, has said: “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.”
Shammi Silva, the ACC’s finance and marketing committee chair, added: “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.”
The next men’s Asia Cup will be held in India next year, and will take the form of a Twenty20 tournament (it alternates between a T20 and a one-day international event).
After that, Bangladesh will put on the 2027 edition.
The last men’s edition took place across Pakistan and Sri Lanka last August and September, with India emerging as champions.
