Bengaluru, July 29, 2025 — APEX, a sports-focused international investments firm and Baseline Ventures, a prominent player in the sports and entertainment sector, are pleased to announce a strategic partnership to unlock investment opportunities in the global sports industry
This partnership creates a pathway for APEX’s venture portfolio to engage with the fast-evolving sports ecosystem in India, where innovation continues to accelerate. Additionally, APEX will actively explore the opportunity to invest in both emerging sports IP and established properties in the region, recognising the scale and potential of this dynamic market.
Founded in 2014, Baseline Ventures has played a key role in shaping the commercial landscape of Indian sports. With a portfolio spanning athlete management, league development, brand partnerships, and licensing, Baseline has consistently created long term value in Indian sport. The firm has worked with top athletes, pioneered sports IPs, and built long standing brand associations.
APEX, known for its deep experience in strategic investments across the sports and media sectors, is committed to support scalable, high impact ventures in the sports industry worldwide. APEX and Baseline Ventures together aim to unlock new avenues for capital deployment, innovation, and collaboration. APEX’s athlete-led approach has also attracted global stars like F1 drivers Lando Norris, Carlos Sainz and footballers like Trent Alexander-Arnold, Marcelo Viera among others as investors. Smriti Mandhana, India’s top women’s cricketer exclusively managed by Baseline Ventures recently became the first Indian athlete to invest in APEX, a milestone moment in the firm’s growing connection with India.
Speaking on the partnership, Pedro Felix da Costa, Partner & Chief Commercial Officer, APEX said: “APEX was founded in Europe but built with a global mandate, and we’re very happy with the continuous deal flow we see across Europe and the US. To unlock potential in India, it’s a natural step to partner locally with people who deeply understand the landscape and can help us navigate it with intent. This is also an opportunity for capital in the region to access high-quality sports deals across Europe and the US through APEX.”
Vishal Jaison, Co-Founder & Director, Baseline Ventures added, “We’re happy to join hands with APEX to help unlock opportunities for Indian investors in the global sports market. Sports has emerged as one of the most lucrative asset classes in recent times while showing tremendous potential for value appreciation. APEX is well placed to be right gateway for investment into some of the leading sports entities across Europe and US.”
About APEX
APEX is a sports-focused investment firm backed by world-class athletes. They invest across the entire sports landscape from early-stage companies redefining how sports is performed and experienced, to emerging concepts and established properties. Their investment strategies span Venture Capital, Growth, and Private Equity. Driven by their athlete-led approach, they unlock unique access to exclusive opportunities, creating long-term value and delivering strong returns across every investment.
About Baseline Ventures:
Founded in 2014, Baseline Ventures is a leading sports, events, entertainment, and licensing firm with strong presence across Mumbai, Delhi, Bengaluru, and Singapore. With over a decade of experience, Baseline has been instrumental in managing top-tier talent, creating premium sports IPs, and shaping brand strategies across the sporting ecosystem. Baseline represents and manages some of India’s biggest names in sports including Smriti Mandhana, Abhinav Bindra, PR Sreejesh, Nikhat Zareen, and many more. Baseline Ventures are also the Co-Founders of India’s first private sports league, Prime Volleyball League, which is marketed and promoted exclusively by them.