Bengaluru: APEX, a sports-focused international investments firm, and Baseline Ventures, a prominent player in the Indian sports and entertainment ecosystem, have announced a strategic partnership aimed at unlocking high-impact investment opportunities across the global sports industry.
The collaboration marks a significant step forward in connecting global capital with India’s rapidly evolving sports ecosystem. Through this alliance, APEX’s venture portfolio will gain access to one of the fastest-growing sports markets in the world, where innovation, IP creation, and fan engagement are accelerating. In parallel, APEX will actively explore investments in both emerging sports IPs and established entities across India, recognising the market’s scale and long-term potential.
Founded in 2014, Baseline Ventures has been instrumental in shaping India’s sports commerce landscape. The firm’s deep involvement across athlete management, league development, brand partnerships, and licensing has led to the creation of some of the most valuable properties in Indian sports. Their roster includes elite athletes and successful sports IPs, backed by enduring brand collaborations.
APEX, with its stronghold in Europe and the U.S., is recognised for its strategic investments in the global sports and media sector. The firm’s athlete-led model has attracted top-tier investors including F1 stars Lando Norris and Carlos Sainz, as well as footballers Trent Alexander-Arnold and Marcelo Viera. Recently, Smriti Mandhana — India’s leading women’s cricketer and exclusively managed by Baseline Ventures — became the first Indian athlete to invest in APEX, further strengthening its ties with the Indian market.
Pedro Felix da Costa, Partner & Chief Commercial Officer at APEX, commented, “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 of Baseline Ventures, said, “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.”
