Age: 25 Location: Bangalore, India Education: BSc Hons in business management from Queen Mary, University of London
What his nominators said about him: “At just 25 years of age, Sidhartha Mallya has achieved more than many people aspire to at twice this age.”
Sidhartha Mallya
Director, Royal Challengers Sports and General Manager, Marketing, United Spirits Limited
S
idhartha Mallya is at the forefront of the development of India’s sports industry and, at 25, has already accumulated a wealth of experience in a variety of sectors. After graduating with a 2:1 in business management from Queen Mary college at the University of London, he took up a position with Diageo, working for the Guinness brand on its rugby union sponsorships, including its title sponsorship of the English Premiership and the 2009 British & Irish Lions Tour to South Africa. In January 2010, however, he relocated to India, becoming a director of the Royal Challengers Bangalore, the Indian Premier League (IPL) cricket team owned by his father Vijay. The Mallyas have a long history in Indian business. Sidhartha’s late grandfather Vittal was on the board of what was United Breweries Limited at the age of 22, eventually assuming control of the company, while Vijay Mallya has been chairman since the age of 28. Sidhartha Mallya has since taken full control of the day-to-day operations of the Royal Challengers and is responsible for building a long-term strategy for the franchise, one of the original members of the commercially groundbreaking IPL in 2008. “I like to oversee the whole operation,” he told SportsPro in
an interview last year, “but at the same time knowing where to draw the line so I’m not treading on anyone’s toes.” By placing experts in the correct positions, Mallya has been able to focus on driving the Challengers’ marketing activities. In particular, he has led on a number of pioneering fan engagement projects, notably the team’s ‘Go Green’ initiative. In May the team achieved Mallya’s original aim and became the first carbonneutral cricket team on the planet. Aside from his job running one of India’s most popular sports teams, Mallya also retains a position overseeing marketing for United Spirits Limited, a company which includes the Kingfisher and Whyte & Mackay brands. “We’ve got a foot in every pond, if you like, in India,” he said in 2011 of the family operation. “We’ve got a spirits business, a brewing business, a pharmaceuticals business, an airline business, an IT business, a travel business, a resorts business, a media business and sports as well. There’s plenty to chew on.” Mallya has also become something of a celebrity in India; as at home on the cover of India’s GQ magazine or deep in the nitty-gritty of his latest marketing wheeze, he is one of the brightest prospects in the rapidly developing Indian sports industry.
Landmark moment of your career so far? Successfully making Royal Challengers Bangalore the world’s first carbonneutral cricket team and the world’s first ever carbon-neutral sports [team] through fan engagement. Sports industry idol? Lalit Modi. Favourite franchise/team/ athlete/brand in sport? Southampton FC/Andy Roddick/Nike. Where do you see yourself in ten years’ time? Doing something I enjoy, whatever that may be. One piece of advice for someone looking to start out in the industry? Expect the unexpected and if you are associated with a sports team, be prepared to experience the high of highs when you win and the low of lows when you lose. iPhone, Blackberry, or Android? Blackberry, because of BBM! Twitter, Facebook, Pinterest, or Foursquare? Twitter, because you can speak your mind. Moët or Bud? Bud followed by Moët! One particular line you use to close a deal? Boom!
SportsPro Magazine | 86 87