Sony LIV elevates Mitesh Mehta to lead Sports Pricing and Strategy

MUMBAI: The scoreboard keeps changing, but some career moves deserve a replay. Sony Liv has promoted Mitesh Mehta to Associate Vice President, where he will now lead the Pricing & Strategy function for the platform’s sports business, marking a new chapter in a career that has spanned digital media, sports marketing and advertising for nearly two decades.

Mehta announced the development on LinkedIn, describing the past year as one of strong business performance, key wins and personal milestones, including three industry awards. His elevation comes after nearly five years at Sony Liv, where he joined in August 2021 as Senior Manager for Pricing & Strategy and played a key role in shaping the platform’s commercial approach amid the rapidly evolving sports streaming landscape.

The promotion places Mehta at the centre of one of the most competitive battlegrounds in Indian media, where broadcasters and streaming platforms are increasingly relying on premium sports properties to drive subscriptions, advertising revenue and audience engagement.

Before joining Sony LIV, Mehta spent over two years at Disney Star as Digital Marketing Manager for Star Sports, giving him experience on both sides of India’s sports media ecosystem. His career also includes leadership roles at Mindshare India, where he rose from Business Manager to Director Digital, as well as stints at OMD India, Dark Matter Communication, Draftfcb and Ignitee.

Across his agency years, Mehta worked on campaigns for brands spanning banking, automobiles, technology, tourism and consumer goods, including State Bank of India, Tata Motors, TCS, LIC, Club Mahindra, South Africa Tourism and Godrej Interio.

His journey into media began far from the world of sports streaming, with early roles at ICICI Bank and Convergys before transitioning into digital marketing and media planning in 2010.

The appointment comes at a time when sports streaming economics are under sharper scrutiny than ever, with platforms balancing audience growth, subscription pricing, advertising yields and premium rights costs. As Sony LIV continues to strengthen its sports portfolio, Mehta’s expanded role signals the platform’s focus on sharpening its commercial strategy in an increasingly crowded market.

For Mehta, it is another step in a career that has steadily climbed from media planning desks to the business end of one of India’s biggest sports streaming platforms.