MAM
Max signs on Sehwag as channel ambassador
MUMBAI: Sony Entertainment Television India’s movies and cricket channel Max already has a cricket legend as its brand ambassador in Kapil Dev. It has now added a potential legend in the making and Indian cricket’s new “master blaster” Virender Sehwag to its roster.
Sehwag will represent brand Max and will be closely associated with the channel in presenting the biggest ICC tournaments coming up. He will play a crucial role in Max’s programming, marketing and promotion efforts.
Sehwag, who will be endorsing Max for the next two years (which can be extended to five years), is represented by Latika Khaneja’s Collage Sports Management. While channel officials remained tight-lipped on the terms of the deal, industry sources estimate Sehwag’s contract would involve a payout of Rs 3-4 million a year, which works out to Rs 15-20 million spread over five years. One reason for the “low signing amount”, according to the sources, is that cricketers’ rates have dropped significantly in the wake of the shoddy performances put out by the Boys in Blue in the recent past.
SET India CEO Kunal Dasgupta made the announcement this afternoon in Mumbai that Sehwag would be teaming up with Kapil Dev, Mandira Bedi (of the noodle straps fame) and channel mascot Sameer Khan to promote Max.
Said Dasgupta, “Sehwag’s passion, drive and energy, and his ability to keep people enthralled and entertained, are truly reflective of the passion and ‘Deewanapan’ that Max stands for. I am indeed pleased to welcome Sehwag to the Max family.”
Having said that, Kapil’s signing proved a bulls eye hit for Sony, especially as soon after the deal was done, he was declared Wisden’s Indian Cricketer of the Century, pipping both cricketing sensation Sachin Tendulkar and batting maestro Sunil Gavaskar in the race for honours.
With Sehwag’s coming aboard Max, Sony would certainly be hoping the Indian batting ace leads from the front on the field. There is nothing that will jack up viewership and bring ad money rolling in like a winning performance from the Indian cricket team.
The cricketing properties Max has lined up include the ICC Super Seires 2005, the ICC Championship Trophy 2006 (to be played in India), and the ICC Cricket World Cup in 2007 (in the West Indies).
Brands
Neeraj Jha named head of sports business – India and South Asia at Warner Bros. Discovery
From Eurosport to WBD, Jha charts a new course for sports in India and South Asia
GURUGRAM: Neeraj Jha has been appointed head of sports business for India and South Asia at Warner Bros. Discovery, marking an exciting new chapter in a career that has long been at the crossroads of sports, media, and live entertainment.
Jha’s journey in the world of broadcast and sports media spans over two decades, from producing live shows at Ten Sports to shaping content strategy at Zee, IMG, and Eurosport. Most recently, he served as director of content, programming and acquisition at Warner Bros. Discovery, where he drove year-on-year Ebitda growth and steered the network’s programming, satellite planning, and on-air promotions. His expertise ranges from content acquisition and marketing to broadcast operations and strategic partnerships.
Colleagues praise Jha for thinking outside the box. “When constraints are immense, he delivers results no matter what,” one senior executive remarked, highlighting his knack for sourcing compelling content and intellectual property for the South Asian market.
Beyond the boardroom, Jha co-founded SEEtalks, a live event series designed to inspire audiences with compelling stories, reflecting his passion for storytelling and community engagement.
From launching daily sports news shows to localising global content like WWE Wrestling for Indian audiences, Jha’s career has been a blend of creativity and operational excellence. As he steps into this new role, the sports broadcasting landscape in India and South Asia is set for a fresh and dynamic chapter.
