Sony LIV has elevated Mitesh Mehta to the role of Associate Vice President – Pricing & Strategy, Sports, expanding his leadership responsibilities within the platform’s sports business vertical.
Mehta announced his promotion via LinkedIn.
Prior to the elevation, Mehta served as Senior Manager | Pricing & Strategy at Sony LIV from August 2021 to March 2026, where he worked on pricing frameworks, strategic planning, and sports content monetisation initiatives.
Before joining Sony LIV, Mehta was Digital Marketing Manager – Star Sports at Disney Star from January 2019 to July 2021. He has also held multiple roles at Mindshare India, including Director – Digital from January 2016 to December 2018 and Business Manager – Digital from January 2015 to December 2015. Earlier in his career, he worked as Senior Media Planner – Digital & Mobility Services at OMD India from January 2014 to January 2015.
With over a decade of experience across sports, media, digital marketing, and business strategy, Mehta has worked extensively on audience engagement, monetisation, and digital growth initiatives in the entertainment and sports ecosystem.
