Mumbai, Nov 16: Veteran sports marketing and management professional and former COO of IPL Sundar Raman is joining Reliance Industries as its chief executive to consolidate and drive the group's initiative in this area.

In addition to the existing sports properties of the group and its non-profit foundation, Sundar Raman will be driving newer avenues of growth in this area, as also the integration with the digital services of Jio, a company statement said on Monday.

"Sundar brings with him a rich and unique experience of over two decades in understanding consumer insights and as a pioneer in the growth of sporting properties in India," the statement added.

Over the past few years, the group has invested in a variety of sports properties, including cricket, football, basketball, tennis and golf.

"Reliance Industries has a huge aspiration in the sports area. The opportunity to be engaged in integrating the entire sports portfolio and make Sports also an integral and important element in the group's growth will be an exciting journey," Sundar Raman said.

IANS