Serhiy Staritsky is one of the founders of Atlantic Group Ltd and joined Atlantic after working as the Head of the Commercial Division of Ukrainian State Television and Radio. Serhiy launched many commercial ventures and activities since 1992 in the emerging Ukrainian media market, including advertising, radio, OOH, publishing, etc. As former president of Ukraine's leading Ice Hockey Club Sokol and vice president of the Ukrainian Ice Hockey Federation and lately as commercial advisor for Basketball Club Kiev, Serhiy is one of the leading experts in Ukraine in the area of sports sponsoring strategies. Serhiy has a bachelor degree in languages and literature from Kiev State University.