Founded in 2005, Aspect Global Ventures Pvt Ltd, is a corporate behemoth with diverse interests spread across multiple sectors. Under the leadership of its Executive Chairperson, Aksha Kamboj, the company has seamlessly executed a wide range of projects and services, growing beyond India’s borders to set up operations in the USA, UK, Singapore, and Dubai. Led by Aksha, Aspect has ventured into highly specialised and even non-traditional verticals as part of its efforts to leverage opportunities and tap new markets.
Today Aspect is at the forefront of many sectors, including bullion, infrastructure, realty, hospitality and sports offering innovative solutions to address complex economic and social challenges. Its ventures often complement each other helping the company deliver growth and value for its investors. Despite its size, the group has remained dynamic iin quickly responding to changing market demands.
With Aspect Sports, the company not only ventured into the lucrative sports domain but in the process helped foster grassroots talent and drive innovation. It was also actively involved in the maiden Indian Street Premier League (ISPL). Whatever the sector, Aspect’s strategic additions and joint ventures have helped it rise through the ranks to emerge as one of the most innovative companies with a framework founded on sustainable and fresh ideas.
Medianews4u.com caught up with Aspect Global Ventures Executive Chairperson Aksha Kamboj
Q. What do investors look for in sports leagues today?
Today, investors are interested in more than just on-field performance. Scalability, management, fan affinity, content value, and monetisation are all taken into consideration.
The ability of a league to build communities, nurture grassroots talent, interact with brands, and remain relevant is of utmost importance. Leagues that remain sustainable must strike a balance between sporting integrity and engaging storytelling.
Q. Why do brand equity, fan base strength, digital reach, and marketing-led visibility often influence valuations as much as on-field performance? Is the RCB franchise in the IPL a great example of this?
Brand equity and the strength of the fan base are value drivers because they provide a predictable and recurring source of engagement, irrespective of the outcome of the match. In today’s sports economy, digital reach and marketing-driven visibility help sports teams remain relevant 365 days a year.
Emotional engagement, storytelling, and loyalty are the drivers of sponsors and commercial opportunities, ensuring that sports teams remain resilient despite changes in their performance.
Q. What potential does Aspect Global Ventures see in the Indian Street Premier League (ISPL)?
ISPL draws inspiration from the most authentic sporting culture in India, which is street cricket. We see tremendous potential in its participative DNA, talent discovery, and relatability in the urban setting.
For Aspect Sports, ISPL is more than a league, it is a platform that can democratise opportunities, develop future stars, and unlock a commercially scalable ecosystem that is fueled by fans and communities.
Q. Could you talk about the investments being made and the goals that have been set from a P&L perspective? By when is breakeven expected?
Our investment approach is considered and strategic, driven by the strength and presence the team has established within the ISPL ecosystem. Investment is being made in performance infrastructure, grassroots talent development, fan engagement, and growth through brands.
With the improvement in league economics and strong sponsor engagement, we see a clear way to break even in a few seasons, based on sustainable and recurring revenue streams.
Q. What is the revenue split between central revenue like broadcast rights and local revenue?
While core revenues such as broadcasting rights and league collaborations continue to provide a solid base, our local revenue ecosystem has evolved considerably.
Team-sponsored collaborations, community partnerships, fan engagement experiences, digital IPs, and brand collaborations are already adding substantially to the mix. Our aim is to create a well-rounded revenue structure where local revenue streams serve as key drivers of growth, enhancing the overall independence and value of our franchises.
Q. How is marketing reshaping the commercial and investment landscape of modern sports leagues like the ISPL?
Marketing in today’s world is a powerful growth driver that impacts perception, participation, and profit directly. In the ISPL, the storytelling of grassroots talent, player stories, and community pride is creating massive emotional equity. This is what is attracting brands to associate with them.
Marketing is no longer a non-core function; it is at the very heart of creating value and driving revenue.
Q. What marketing activities is Team Tiigers of Kolkata doing? Is an omni channel strategy being followed covering both on-ground and online?
We have a strong integrated omni-channel strategy, where we think about ground engagement and digital engagement as one ecosystem.
Whether it is ground activation, grassroots engagement, high-impact digital content, social storytelling, or fan-driven campaigns, Tiigers of Kolkata is always a part of this ecosystem.
By highlighting the grassroots talent, behind-the-scenes activity, and engagement, we are able to drive engagement across all the fan touch points.
Q. What response has been received from brands regarding sponsorship integration?
There has been strong interest from brands, particularly those that are interested in more integrated and purpose-driven collaborations rather than just logo presence.
ISPL’s grassroots connect and participative approach enable brands to connect in a more meaningful way through content, community initiatives, and ground activation. This synergy between brand purpose and fan passion has led to more strategic and long-term conversations around sponsorships.
Q Since street cricket is a participative sport does it provide the ISPL with a lot of avenues for fan engagement?
Absolutely. Street cricket is for everyone, and this inclusivity leads to boundless engagement opportunities. From trials and challenges to online participation, ISPL enables fans to feel like stakeholders, not spectators.
This engagement model is a great way to build loyalty and keep fans engaged even after the match is over.
Q. How can marketing unlock new revenue streams for sports leagues, beyond ticket sales and broadcast rights?
Marketing is the key to unlocking revenue streams through merchandise, digital content, brand partnerships, licensing, fan memberships, and experiential events.
Through community-driven initiatives, grassroots narratives, and storytelling IPs, leagues can leverage attention spans all year long. Beyond live sporting events, the goal is to create ecosystems where fans are emotionally and financially invested.
Q. So far even the IPL has not made strides in terms of merchandise. What are ISPL’s plans in this regard?
Merchandise in ISPL are community-led and accessible. Rather than focusing on premium merchandise, we look at everyday wear, community pride items, and limited edition merchandise based on player narratives and moments.
Merchandise needs to be about affordability, authenticity, and relevance in order to be successful, particularly in the younger, grassroots-led communities.
Q. Could you shed light on the evolving role of league-driven branding, as seen in ISPL, in accelerating both commercial scale and long-term sustainability?
League-driven branding brings about consistency, credibility, and scalability. ISPL’s powerful central branding enables franchises to develop faster while still having a common identity.
This brings about faster development of sponsors’ trust and fan loyalty. When leagues are involved in branding, they establish platforms for franchises to develop with over the years.
Q. What plans does Aspect Global Ventures beyond the ISPL when it comes to sports? Is the IPL being looked at or are the valuations of a minimum $1 billion too high?
Aspect Global Ventures is building a purpose-driven, diversified sports portfolio in high-growth and mature formats. Our participation in Pinkathon, ISPL, the Pro Wrestling League, and Pro Govinda is a testament to our thesis on community-based sport and scalable ecosystems.
While we are always evaluating marquee opportunities, valuation discipline and strategic fit are non-negotiables. Our ethics lie in platforms where we can drive growth, create long-term value, and develop lasting sports properties.
Q. Are there connections between the ISPL and Aspect Global Ventures’ other businesses from luxury hospitality to lifestyle that can be leveraged?
Yes, there are synergies that exist naturally in the world of hospitality, lifestyle, wellness, and sports. Experiences and events can be easily aligned with our overall portfolio.
Examples include Pinkathon, which took place in December last year and will again be organised in March this year on Women’s Day. This is a reflection of how sports can overlap with wellness, inclusivity, and lifestyle engagement.
