Subramanian Iyer is widely known as 'Subu' in the industry, who has spent over 18 years in the experiential media and music business. His previous company, Entco, was acquired by a global music company in 2019. Following the acquisition, Subu founded Sponco, a sponsorship-focused agency that advises brands on their sponsorship strategies and addresses industry challenges through technology. Subu is dedicated to significantly shaping the sponsorship industry in India.