Sony LIV has elevated Mitesh Mehta to the position of Associate Vice President, Pricing & Strategy – Sports, strengthening its leadership team within the platform’s sports business vertical.
Mehta announced the promotion on LinkedIn, describing the past year as a rewarding one and thanking colleagues, leaders and partners for their support throughout his journey. He also expressed enthusiasm about taking on expanded responsibilities in his new role.
A part of Sony LIV for more than four years, Mehta joined the streaming platform in August 2021 as Senior Manager – Pricing & Strategy. During his tenure, he has worked across pricing frameworks, strategic planning and sports content monetisation initiatives, contributing to the platform’s sports business growth.
Before joining Sony LIV, Mehta spent nearly three years at Disney Star, where he worked on Star Sports’ digital marketing initiatives. Earlier, he held leadership and planning roles at Mindshare India and OMD India, building expertise across digital media, audience engagement, sports marketing and business strategy.
With over a decade of experience spanning media, sports and digital platforms, Mehta’s elevation reflects Sony LIV’s continued focus on strengthening its sports strategy and monetisation capabilities as competition intensifies in the streaming market.
