is the new managing director for India at Total Sports Asia (TSA). Mukherjee will be based in New Delhi and report to Marcus Luer, chief executive officer, Total Sports Asia.
TSA is a sports marketing agency and it made its debut in India in 2004. TSA is present in India through its 100 per cent subsidiary company, Total Sports Entertainment India Pvt. Ltd (TSEIPL). Prior to joining TSA, Mukherjee used to head the revenue stream at IMG, another sports, entertainment and media company. He has also done long stints at Turner Broadcasting and The Times of India (TOI).
As the managing director for TSA India, Mukherjee's immediate responsibility will be to set up an additional office for Total Sports in New Delhi. Currently, the company is based in Mumbai.
Mukherjee shares his plans for the organisation: "The focus will be to manage and grow TSEIPL - as it is an important business unit for Total Sports Asia - in one of the fastest growing markets in the world." "Besides, we aim to establish new TV properties, manage sponsorship and media rights for existing clients and explore new business opportunities," he adds.
For Mukherjee, the key to excelling in the field comes from sporting the right attitude; other vital keys are information and patience. He says the business of sports marketing revolves around coming up with an innovative idea.
Recounting his most memorable projects, Mukherjee says, "The recent Citibank and Indian Premier League (IPL) deal comes instantly to my mind because selling the IPL to clients even before it began was a real challenge. The association of the two was worth around US$25 million. Again at IMG, assignments such as the Lakme Fashion Week and the Johnnie Walker Classic Golf Tournament were enjoyable projects. Another project that is special is a tie-up that I worked out two years ago for the Miss World Contest with Mauj Mobile, a telecom solutions company."
Mukherjee is confident of putting his past experience to good use when it comes to exploring or building new businesses for his new organisation.