MUMBAI: It’s not just athletes making headlines this time, it’s the boardroom getting the spotlight. TCM Sports, one of India’s most seasoned sports marketing companies, has roped in Nobel Dhingra as its new chief operating officer, signalling a bold step toward global expansion and digital reinvention.

With over 20 years of experience in steering powerhouse brands like Dabur Red, Pepsico’s 7Up and Quaker Oats, Nestlé, and Makemytrip, Nobel now brings his marketing mojo to the high-energy world of sports. A graduate of FMS Delhi and a former youth cricketer from Chandigarh, he’s no stranger to competition or teamwork qualities that TCM is banking on as it eyes a broader international playbook.

“We are thrilled to welcome Nobel Dhingra to theTCM family,”said TCM Sports managing director Lokesh Sharma. “His proven track record at marketing iconic brands, scaling digital businesses, and entrepreneurial acumen will be instrumental as we chart our next phase of growth and expand TCM’s global footprint. His values and passion for sports mirror the very ethos of TCM.”

From the pitch to the corporate suite, Nobel’s journey has blended strategy and sport. Most recently, he co-founded Vansaar, a fast-growing health and personal care startup, where he helped build the brand from scratch. Prior to that, his transition from traditional brand marketing to driving digital strategy at Makemytrip marked a shift in approach one that TCM now hopes to leverage as the company deepens its presence in the Indian subcontinent, Middle East, and international sports circuits.

With three decades of legacy and a renewed leadership bench, TCM Sports is gearing up for its next innings and with Dhingra at the helm, it looks like they're aiming for a global sixer.