Triplet-triplet annihilation photon upconversion (TTA-UC) is a process able to repackage two low-frequency photons into light of higher energy. This transformation is typically orchestrated by the electronic degrees of freedom within organic compounds possessing suitable singlet and triplet energies and electronic couplings. In this work, we propose a computational protocol for the assessment of electronic couplings crucial to TTA-UC in molecular materials and apply it to the study of crystal rubrene. Our methodology integrates sophisticated yet computationally affordable approaches to quantify couplings in singlet and triplet energy transfer, the binding of triplet pairs, and the fusion to the singlet exciton. Of particular significance is the role played by charge-transfer states along the b-axis of rubrene crystal, acting as both partial quenchers of singlet energy transfer and mediators of triplet fusion. Our calculations identify the π-stacking direction as holding notable triplet energy transfer couplings, consistent with the experimentally observed anisotropic exciton diffusion. Finally, we have characterized the impact of thermally induced structural distortions, revealing their key role in the viability of triplet fusion and singlet fission. We posit that our approaches are transferable to a broad spectrum of organic molecular materials, offering a feasible means to quantify electronic couplings.