TCM Sports Management names Shveta Mehra head of sponsorship sales for cricket

MUMBAI: A seasoned dealmaker is stepping up to the crease. TCM Sports Management has appointed Shveta Mehra as head of sponsorship sales for cricket, strengthening its commercial leadership as demand for sports partnerships continues to grow.

Mehra joined the company in June 2026 and will lead sponsorship sales for its cricket portfolio, bringing nearly three decades of experience across sports marketing, business development and revenue management.

Before joining TCM Sports Management, she spent almost six years at Procam International Private Limited, where she served as vice president, business development, sponsorship sales and revenue management. In that role, she was responsible for driving commercial partnerships and sponsorship revenues for some of India’s leading mass participation sporting events.

Prior to Procam, Mehra served as business head at Glassbox and co-founded Viewise Media Pvt. Ltd., a company focused on helping brands engage consumers through sports, in-app platforms and emerging technologies including voice-based experiences.

At Viewise, she worked on developing alternative media and marketing solutions for brands while partnering with organisations such as the Indian Academy of Pediatrics, The Ping Network and Concerto AI. The company later paused operations.

Earlier in her career, Mehra also held the position of associate director, solutions and growth at Future Media India Pvt. Ltd., where she led sales teams across western India, managed strategic client relationships and developed new monetisation opportunities, including partnerships linked to the Future Pay digital platform.

Over the course of her career, she has built expertise in sponsorship strategy, integrated brand solutions, commercial partnerships and revenue generation across sports, retail and media businesses.

Mehra holds a postgraduate diploma in marketing management from the Times School of Marketing.

Her appointment comes as India’s sports sponsorship market continues to expand beyond marquee tournaments, with rights holders increasingly seeking experienced commercial leaders to unlock long-term partnerships across cricket and other sporting properties. TCM Sports Management’s latest leadership addition reflects the growing importance of specialised sponsorship expertise as brands look for more integrated and measurable sports marketing opportunities.