#e4mExclusive:  TCM Sports Management appoints Shveta Mehra as Head of Sponsorship Sales – Cricket

TCM Sports Management has appointed Shveta Mehra as Head of Sponsorship Sales – Cricket, further strengthening its commercial leadership as the company expands its footprint across international, domestic and franchise cricket properties.

Mehra joins TCM after a six-year stint at Procam International, where she led Business Development and Revenue. During her tenure, she was instrumental in driving long-term brand partnerships across some of India’s most iconic distance-running events, including the Tata Mumbai Marathon, Vedanta Delhi Half Marathon, TCS World 10K Bengaluru and Tata Steel World 25K Kolkata. She played a key role in helping brands create meaningful consumer engagement through the power of sport.

With over two decades of experience spanning sports, media, entertainment and integrated marketing, Mehra has built an accomplished career with Procam International, ESPN Star Sports, MTV, The Times of India and now TCM Sports Management. She is widely recognised for developing strategic brand partnerships that create measurable business value while delivering authentic consumer experiences.

For Mehra, sponsorship is about solving business challenges through the right partnerships. Her relationship-led approach and ability to build long-term collaborations have earned her a strong reputation as one of the industry’s most respected sponsorship professionals.

In her new role, Mehra will lead sponsorship sales across TCM’s cricket portfolio, partnering with brands to create innovative commercial opportunities across international events, domestic competitions and emerging cricket properties.

Speaking on her appointment, Mehra said, “Cricket remains India’s most powerful cultural and commercial platform, but the expectations from brands have evolved significantly. Today, sponsorships need to go beyond visibility to become meaningful business solutions that create value for brands, fans and rights holders alike. I’m excited to join TCM at such an important phase of its growth and look forward to building partnerships that are strategic, impactful and designed for long-term success.”