Sony LIV has elevated Mitesh Mehta to the role of Associate Vice President – Sports Pricing & Strategy, strengthening its leadership team within the platform’s rapidly growing sports business. With the promotion, Mehta will now oversee the editorial and commercial mandate for pricing and strategic planning across Sony LIV’s sports vertical.

The development marks another significant milestone in Mehta’s nearly two-decade-long career spanning sports media, digital strategy, marketing, and programmatic advertising. Mehta shared the update through LinkedIn, where he credited the elevation to a year marked by strong quarter-on-quarter business growth, key commercial achievements, and multiple industry recognitions.

Mehta has been associated with Sony LIV for close to five years, having joined the streaming platform in August 2021 as Senior Manager – Pricing & Strategy. Over the years, he has played a key role in strengthening the platform’s monetisation and strategic positioning within India’s highly competitive sports streaming landscape.

Before joining Sony LIV, Mehta built substantial experience in sports media during his stint at Disney Star, where he served as Digital Marketing Manager for Star Sports for over two years. His professional journey also includes expertise across digital advertising and audience strategy, making him one of the experienced executives in the sports streaming ecosystem.