Akshay Surve promoted to Senior Marketing Associate at JioStar Sports
CE DESK 
Akshay Surve has been promoted to Senior Marketing Associate, in JioStar’s sports vertical. His elevation comes after handling a wide range of live sporting properties. These include the ICC T20 World Cup, Tata IPL, the Women’s T20 World Cup, India’s tour of England and Wimbledon 2026.
Surve started at JioStar in a social media marketing role. His brief covered day-to-day publishing and real-time content execution. He worked on some of the biggest sports properties on the calendar. Beyond routine posting, he ran moment marketing initiatives. This involved spotting key match moments and shaping stats-led and static creatives. The goal was to drive engagement in real time. This kind of fast-turnaround content work separates good sports social teams from great ones.
In his new role, Surve is expected to take on more strategic responsibilities. He will likely work on campaign planning, audience insights and performance tracking. He may also mentor junior team members on social and moment marketing best practices. For a company like JioStar, which manages a massive sports portfolio, such roles are critical. They ensure that content is not just timely but also aligned with broader marketing goals.
JioStar’s sports vertical has been particularly active in 2026. The company holds rights to major cricket tournaments, including the IPL and ICC events. It also broadcasts global properties like Wimbledon and the Premier League. In the 2025-26 season, the Premier League clocked more than 9 billion minutes of watch-time in India. JioStar’s audience reach for the league grew 2.4 times over five years. This shows the scale at which the sports marketing team operates.
The promotion also reflects JioStar’s focus on building internal talent. In recent months, the company has made several senior hires in marketing. In August 2026, it appointed Dwijendra Parashar as Senior Director – Marketing, Sports. Parashar returned to sports marketing after stints at Rajasthan Royals and Tata Consumer Products. He had joined JioStar in April 2026 as Associate Director – Marketing before moving into the senior director role. This indicates that the sports marketing function is being strengthened at multiple levels.
For Surve, the new role is a step up in responsibility and visibility. He will now represent JioStar Sports in more high-profile campaigns. His success will depend on how well he can link social and moment marketing to business outcomes. These could include viewership, engagement, subscriptions and brand affinity. In a competitive sports broadcasting market, such contributions can make a clear difference.
