Mumbai, January 21, 2026, 19:27 IST
- JioStar names Debrup Ghosh as director of premium sports
- The role centers on driving revenue growth and securing premium partnerships for leading sports assets
- The move comes after a recent hiring aimed at driving sports digital and boosting customer long-term value
JioStar has named Debrup Ghosh as director of premium sports, tasking the ex-Myntra monetisation head with boosting revenue and forging partnerships for its premium sports offerings. Ghosh confirmed the appointment on LinkedIn, stating, “I’m happy to share that I’m starting a new position as Director – Premium Sports at JioStar.” (Indian Broadcasting World)
The hire comes as sports increasingly carries the weight for media companies bundling ads, subscriptions, and sponsorships. Live matches still draw viewers, but they watch across multiple screens, and the revenue doesn’t always track neatly.
Earlier this month, JioStar appointed Praveen Kumar as senior vice president and business head for sports digital and long-term value (LTV) — a key metric tracking revenue per customer over time. Kumar announced the move in a LinkedIn post: “I’m happy to share that I’m starting a new position as Senior Vice President – Business Head Sports Digital & LTV at JioStar!” (MediaNews4U)
JioStar’s search in Ghosh’s new role centers on finding a candidate who can bridge content with commerce — crafting premium sports offerings that appeal to brands without losing fan interest. The position also involves locking in deals that last well past a single tournament.
Ghosh brings extensive experience in monetisation across tech, commerce, and enterprise sales. Prior to joining JioStar, he held similar roles at Myntra and IndiaMART. His career also includes stints at ByteDance, Airtel Business, and Legrand, starting out at Godrej Appliances, according to a LinkedIn post announcing the move. (LinkedIn)
That shift says a lot. Sports is moving away from being just about “logo on a jersey” deals. Instead, it’s becoming a blend of data, distribution, creator-driven content, and performance marketing — a mix that resembles e-commerce and digital platforms more than traditional sponsorship.
JioStar emerged from a merger of Viacom18’s media and JioCinema units with Star India, forming a joint venture supported by Reliance Industries and Walt Disney, the company said. The new entity runs over 100 TV channels and controls sports rights spanning cricket, football, and more. (Jiostar)
That ranks it squarely in the middle of India’s packed sports market, where broadcasters and streamers consistently shell out big sums for live rights—because nothing else matches that weekly reach. Securing the rights is just the start; proving their worth season after season is the real challenge.
Monetising premium sports is growing more complicated as audiences fragment across linear TV, apps, and short-form clips. Brands are demanding clearer evidence that hefty sponsorship deals actually drive results. If this trend speeds up, even robust viewership might not deliver the pricing power essential for a premium sports business.
JioStar is currently building its commercial team—bringing in one executive to oversee premium sports partnerships and another focused on digital sports and boosting customer value. The real challenge will be how quickly these hires can convert big events into consistent revenue, beyond just the spikes on big game weekends.
