Binda Dey leads the global marketing vision for Knight Riders Sports, overseeing the Kolkata Knight Riders and its international franchises in the Caribbean, UAE, and the United States. As Group Chief Marketing Officer, she manages brand strategy, digital innovation, fan engagement, sponsorships, licensing, and merchandising, shaping KKR into a franchise that resonates with audiences across continents. “Whether it’s movies or T20 cricket, the grammar of marketing stays the same. Fans emotionally connect with the brand or the match, and it’s our job to do justice to that sentiment,” she says.

Her role has expanded from IPL-centric campaigns to global initiatives, requiring localized approaches while maintaining a cohesive brand identity. In Trinidad & Tobago, for instance, KKR retained local team colors to honor cultural context, while fan engagement and community programs vary in India, the U.S., and Abu Dhabi. “Each of these markets has very different marketing goals… it’s exciting because each of the markets are very different and the marketing challenges are different,” Dey explains.

Dey is also a leading advocate for women in sports business. She emphasizes exposure at the internship and mid-level stages as critical: “For a woman looking at a career in sports marketing, it’s important to experience it and be prepared for the demands. But more women participating means the next generation will see these roles as viable career options.” Supportive ownership and gender-inclusive leadership at KKR have amplified this impact, helping cultivate a professional environment where talent, not gender, determines opportunity.

Her expertise spans more than 20 years in media, entertainment, and sports, with senior roles at Red Chillies Entertainment, Star India, Starcom, and DDB Mudra Group. She has led campaigns for major films and OTT shows, built integrated marketing platforms, and developed innovative consumer engagement programs. Recognized industry-wide, Dey has received honors from BBC Knowledge as one of the ‘Greatest Marketing Influencers,’ DMA Asia as ‘Customer Centric CMO,’ and Google as a ‘Leading Woman in New Media’.

A frequent jury member across several premier industry recognitions including Cannes Lions, Awards, ABBYs, EFFIEs, GEMA India, Promax Asia, BW Marketing World 40under40, and multiple Afaqs, exchange4media and Campaign India award platforms, she remains deeply committed to celebrating and shaping the evolving language of creativity in marketing.

By combining data-driven insights, storytelling, and purpose-driven initiatives, Binda Dey has positioned KKR as both a leading sports brand and a model for inclusive, global marketing leadership, bridging entertainment and sport while inspiring the next generation of women leaders.