Your Daily Dose of Ad World Buzz
Latest
✦Abhishek Iyer Leaves FanCode For A League Still Being Built✦Bannerflow Wants Your Dashboard To Change The Next Ad✦Havas India Finishes An Internship Built Around Access✦Geetika Chadha Joins Cheil India To Run Influencer And Social✦Meta Puts Two New Models Behind Its Personal AI Push✦Marie Claire India Appoints Neena Haridas to Head Q1 Relaunch✦The Junior Creative Who Has Never Worked Without AI✦An Actor Takes The Creative Chair At A Year-Old Shoe Brand✦Narin Shetty Takes The Growth Seat At Spectrum Digital✦Virat Kohli Turns Up On LinkedIn To Talk Shop✦Sameer Bajaj Moves To MiQ After A Loop Through Start-Ups✦Vijjayendra Agarwal Picks Up Four Regions At CBRE✦Abhishek Iyer Leaves FanCode For A League Still Being Built✦Bannerflow Wants Your Dashboard To Change The Next Ad✦Havas India Finishes An Internship Built Around Access✦Geetika Chadha Joins Cheil India To Run Influencer And Social✦Meta Puts Two New Models Behind Its Personal AI Push✦Marie Claire India Appoints Neena Haridas to Head Q1 Relaunch✦The Junior Creative Who Has Never Worked Without AI✦An Actor Takes The Creative Chair At A Year-Old Shoe Brand✦Narin Shetty Takes The Growth Seat At Spectrum Digital✦Virat Kohli Turns Up On LinkedIn To Talk Shop✦Sameer Bajaj Moves To MiQ After A Loop Through Start-Ups✦Vijjayendra Agarwal Picks Up Four Regions At CBRE
People

Abhishek Iyer Leaves FanCode For A League Still Being Built

Ad Tribe! Bureau2 min read
Abhishek Iyer, named chief marketing officer at the India Basketball League after two and a half years leading brand marketing at FanCode

Abhishek Iyer has joined the India Basketball League as chief marketing officer, leaving a streaming platform for a league that does not yet have an audience to inherit.

  • Role: chief marketing officer, India Basketball League
  • Joins from: FanCode, as director of brand marketing, April 2024 to October 2026
  • Before that: Sony Pictures Networks India, senior manager of marketing for sports
  • Earlier: Star TV Network and Sportz Village Xp
  • Career start: Goal.com, then Media.Net and Godrej Consumer Products

Why The Abhishek Iyer Move Is A Harder Job

Marketing sport at FanCode or at a broadcaster means selling access to demand that already exists. Marketing a new basketball league in India means building the demand first, in a country where the sport has participation but almost no professional viewing habit.

Those are different disciplines wearing the same job title. The first is fought over acquisition cost and retention. The second is fought over whether anybody can name a player, which no amount of performance marketing fixes on its own.

The Route Through Broadcast And Streaming

The FanCode run covered two and a half years as director of brand marketing, following two years and three months at Sony Pictures Networks India as senior manager of marketing for sports, from December 2021 to March 2024.

Before that came sports marketing roles at Star TV Network and at Sportz Village Xp, which is the useful outlier on the list: grassroots sports experience work sits closer to participation than to broadcast, and participation is exactly what a basketball league in India has to convert.

The Start That Explains The Rest

The career opened at Goal.com, then Media.Net and Godrej Consumer Products, which is a consumer marketing grounding rather than a sports one.

For a league building a brand from nothing, that order matters. The problem is not sports marketing in the trade sense, it is making a new property mean something to people who have no prior reason to care, and that is an FMCG question before it is a sports one.

More people moves on Ad Tribe.

#sports marketing#appointments#abhishek iyer#india basketball league#fancode
Follow Ad Tribe