Shivika Saxena, Senior Marketing Associate for the Global Chess League (GCL), is at the forefront of the league’s growth by overseeing key marketing and communication strategies.
Her passion for the job is perceptible as she constantly works hard to encourage the chess community to engage more with a wider audience with marketing serving as the vital link connecting them.
Reflecting on her journey, Shivika tells The Bridge how she unexpectedly found her way into sports marketing and how enthusiastic she is about her work.
“I joined Tech Mahindra as a Management Trainee and gradually transitioned into sports marketing. It is fast-paced and exciting, and I have enjoyed seeing how marketing plays a role in engaging the fans of the game,” she shares.
The Excitement of Working in a Chess League
For Shivika, one of the most rewarding aspects of working in chess is the game’s universal appeal.
“The best part is that chess has no age barrier, people of all ages enjoy the game, which creates a diverse community,”
She takes pride in her behind-the-scenes role, which involves meticulous planning and execution.
“It’s a privilege to work on the backstage operations, ensuring that viewers have a seamless experience,” she shares.
This seamless experience cannot be achieved without the help and support of her team, whom she credits for maintaining open communication that helps them adapt to any challenges that arise.
“Fortunately, I work with a great team, and we can quickly solve any last-minute issues through constant communication,” she adds.
One of Shivika’s standout moments was witnessing the player draft for the GCL, which was filled with high energy and friendly rivalry among the teams.
“It was exciting to foresee how that competitive spirit would translate into the matches, and it has already been evident in this tournament,” she says enthusiastically.
Managing Operations on a Grand Scale
GCL operates on a grand scale, and Shivika’s role involves a wide range of responsibilities, from managing creative agencies to coordinating with players and teams. She has also been involved in organizing Chess.com tournaments for Tech Mahindra employees and fan clubs across various teams.
“I handle coordination with different creative agencies. Another key responsibility is overseeing the Content Creator Network (CCN), ensuring fan engagement is at its highest,” she remarks, emphasizing that engaging with fans is more important than anything else.
One of the key insights Shivika gained from day one at GCL was the opportunity to interact with the players, which she describes as a fantastic learning experience.
“Interacting with the grandmasters has taught me that quick responses and adjustments are essential for making things convenient for everyone,” she says. As a liaison between the players and media teams, Shivika ensures smooth coordination.
A Unique Opportunity in Chess
In the middle of Global Chess League’s great fanfare, Shivika Saxena shares her excitement about the even more immersive experience for fans.
“We have launched fan club tournaments on Chess.com, allowing fans to actively participate and compete, bringing them closer to the action,” she explains.
She also highlights the introduction of the Content Creator Network (CCN), a new initiative in chess.
“This concept gives fans exclusive access to behind-the-scenes footage and unique content creation opportunities,” she adds.
Building on the metaverse debut from Season 1, GCL has enhanced its interactive elements this season.
Concluding with optimism, Shivika is both passionate and proud about working in a fast-paced environment like GCL and believes this will make much more impact in the world of chess.
“It is fast-paced and full of energy and provides a unique opportunity to engage fans in meaningful ways.”