Ekaterina Myrcha is a marketing and business development executive with over 17 years of experience across the music, sports, telecom, fintech, and entertainment industries in the CIS region and international markets. She has led large-scale sponsorship ecosystems, including a landmark PepsiCo naming rights deal for Adrenaline Rush and the FIFA-authorized BUD/Budweiser BUD Club partnership during the 2017 Confederations Cup and the 2018 FIFA World Cup. At Sber, the largest fintech ecosystem in the CIS region, she led the entertainment vertical with a focus on audio streaming, integrating cultural collaborations across fintech and digital services. She currently focuses on esports and gaming, building scalable commercial models that connect global brands with next-generation digital audiences.