One of Australia’s most celebrated marketers, Adam Ballesty, has resurfaced at Foxtel, today being appointed the pay TV provider’s director of sports marketing.
Ballesty was previously liquor brand Diageo’s marketing and innovation director for more than four years before quitting the role in May. He’d kept his next move a closely guarded secret before this morning’s announcement of his Foxtel move.
Answering to Foxtel CMO Andy Lark, Ballesty’s new role is to spearhead the broadcaster’s sport properties – in particular its recent $1 billion cricket rights deal – across the recently merged Foxtel and Fox Sports brands.
Commenting on the appointment, Lark said: “We’re excited to welcome Adam to the Foxtel team as our new director of Foxtel marketing – sports.
“Adam comes to Foxtel following his role as marketing and innovation director at Diageo for the past six years where he did an incredible job transforming their agency roster, bringing new energy and creativity to the ready-to-drink market and bringing new life to the Bundaberg Rum brand.
“Adam brings a wealth of experience to our family and has great relationships with the NRL and AFL, which he nurtured through sponsorship deals he’s been involved with and we’re thrilled he’s joining us.
“He’s already hit the ground running as he brings his relationships and unique talents to bear driving our Fox Sports marketing programmes,” Lark said.
Ballesty added: “Sport has always been a space that I wanted to return to following my time working closely with he NRL and AFL and Fox Sport is the number one name in sports broadcasting that just keeps getting stronger, especially with the upcoming arrival of cricket giving Foxtel year-round sports coverage.
“I’m excited to join the team at such a high energy time and look forward to helping Patrick [Delany, CEO], Peter [Campbell, head of Fox Sports] and Andy deliver on their vision for Australian sport broadcasting,” he said.