Ravi Krishnan's ASE to empower IP ownership in sports, entertainment
He's launched ASE (Abler Sports & Entertainment), pronounced 'Ace", a full-service, IP- and data-driven company that converges sports, media, fashion, wellness and entertainment.
Goal? To help brands, celebrities, teams and rightsholders stop being 'renters" of intellectual property (IP) and start becoming owners.
Also read: Advertising sentiment remains subdued during festive quarter
'We want to build a business of scale, significance and positive impact," Krishnan told Mint. 'Everything I've done till now, from IMG to Stepathlon to building IPs like Lakmé Fashion Week, Sahara Cup feels like it's coming together in this one venture."
Built across six divisions—ASE Engage (data), ASE Advisory (consulting), ASE Partnerships (rights and revenue), ASE Consumer (licensing and merchandise), ASE Media (non-live content), and ASE Alive (events)—the company aims to bridge content, commerce and community through a mix of owned IPs and client partnerships. The model allows ASE to act as a content creator, commercial partner, strategic advisor and digital data engine, depending on the brand or market need.
At the heart of ASE is the belief that IP ownership unlocks enterprise value, not just brand visibility. Citing examples like Lakmé Fashion Week and the IPL's sponsor churn, Krishnan said the future lies in co-creating long-term assets with commercial control. 'Celebrities don't want to drive $100 million of sales for $100,000 in endorsement fees anymore. They want a piece of the pie."
One of ASE's early differentiators is its ownership of Stepathlon, the wellness and fan engagement platform now powering its data division, ASE Engage. With over a million users and a rebuilt tech backbone, the platform helps ethically collect zero- and first-party data, co-owned with clients, to build detailed fan profiles and drive outcomes beyond vanity metrics. 'We don't believe in profitless volume," said Krishnan. 'The idea is to turn awareness into action, and casual fans into actively engaged communities."
Also read: CCL rolls out UK's Percol brand in India to push beyond mass-market coffee
Zero-party data is a set of information that a customer voluntarily provides to a brand, such as their preferences, purchase intentions etc, while first-party data also include details observed or inferred by the brand, typically from website analytics, customer behaviour and assumptions about visitors.
ASE is focused on maximizing what it calls 'Fan Lifetime Value' (FLV) by converting casual interest into long-term monetizable engagement across digital and physical touchpoints.
Krishnan is particularly bullish on the role of India and other emerging markets as both creators and exporters of pop culture IP. 'India's time has come. It's not just about inbound. We're looking at outbound too. Look at what Dishoom has done for Indian food in London, or how Apollo and BKT are sponsoring global teams and events. We're focusing on the rise of cool, contemporary India."
Women's sport is another area Krishnan sees significant upside in. ASE is currently working with World Rugby on fan engagement for the 2025 Women's World Cup in England, and is in talks to co-create new women-centric IPs across multiple sports and content formats. 'On the field, I believe Indian women can lead the world in sport. We want to go deep with this vertical to ultimately create an ASE W division, an ecosystem for women's sport."
ASE also plans to own or co-own IPs in experiential sportainment (sports and entertainment), blending sports, music, fashion, food and wellness into festival-style formats. Krishnan cited examples like the Australian Open and LIV Golf as global blueprints and said profitability independent of linear broadcast will be a key criterion. 'We don't believe in profitless volume. Impact comes from quantitatively and qualitatively building sustainable platforms."
The company has already closed five deals across three verticals before launch, including advisory mandates for Destination Sport Group's India entry and Urban Turf (synthetic courts). It is also working on eight more. Through ASE Advisory, it facilitates inbound and outbound partnerships for Indian and global brands.
Its investor and advisory board includes former IMG veterans, private equity players, and a diverse group spanning geographies and sectors. Among its notable backers are Mike Dolan (former IMG global president and chief executive officer of Bacardi), Suv Mohapatra (managing director, Accenture Singapore), Greg Sproule (former head, IMG Middle East), Shekhar Ramamurthy (deputy chairman, Allied Breweries) and Jeremy Gardner (founder, Mystic Ventures).
It also includes global leaders such as Jim Glover (CSM, ARENA), Ashutosh Srivastava (ex-GroupM APAC chief executive officer), Alison Lee (ATP Tour), John Loffhagen (ex-IMG legal head), Ekta Hutton (FIFA Digital) and investors Josh Liberman and Veeru Murugappan.
'As early backers of Ravi's vision, we believe ASE is uniquely positioned to unlock long-term value at the intersection of sport, data and culture," said Josh Liberman, co-founder of CVS Lane and Lumir Ventures. 'This is a long play, but one that can shape global conversations."
Also read: IPL giant GMR tackles rugby with India League, aims to build Olympic-aligned IP
'This is not just an India play. We're a global business with offices in Mumbai, London, San Francisco and Australia. Our head is global but our heart is Indian and emerging markets. We want to be the bridge between analogue and the digital-native future of fan engagement, content and commerce. We want to be the trusted ally for brands, rights holders and even governments—combining purpose and profit, powered by a truly global and locally 'grounded' team," Krishnan said.
When asked about the moonshot, Krishnan only smiled: 'It's coming. Big bets don't always start with a roadmap. They emerge when you're in the room, not on Zoom."
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
&w=3840&q=100)
First Post
3 days ago
- First Post
India's rise as a manufacturing powerhouse making China nervous as geoeconomic advantage shifts
As India's industrial profile has risen, so too have signs of discomfort in Beijing. From delays in shipping machinery to the sudden withdrawal of skilled Chinese workers, China is deliberately trying read more China appears to be getting nervous about India's rising stature as a manufacturing hub. File image As India increasingly attracts global supply chains and manufacturing investment, tensions with China are mounting, with signs that Beijing may be responding with quiet but targeted disruptions to India's industrial ambitions. From electronics to toys, India's growing manufacturing base is drawing international interest, including from companies seeking to reduce their reliance on China. At the same time, Indian authorities and industry insiders report signs of economic pushback from Beijing: from delays in shipping machinery to the sudden withdrawal of skilled Chinese workers. STORY CONTINUES BELOW THIS AD India gains from supply chain realignment India has emerged as a key beneficiary of global efforts to diversify production lines away from China. Several international toy manufacturers, including Italy's Dream Plast, Microplast and Incas, shifted part of their operations to India last year. The result has been a sharp increase in Indian toy exports. The Indian government's $2 billion Production-Linked Incentive (PLI) scheme has also played a major role in luring global players. Earlier this year, Taiwanese electronics giant Asus began assembly operations in Manesar in partnership with VVDN Technologies. HP joined hands with India's Dixon Technologies to produce laptops and personal computers locally. Following the United States' decision in April to impose additional tariffs on Chinese imports, even Chinese companies began seeking out Indian suppliers to fulfil American orders. At the Canton Fair in Guangzhou, Indian exporters reported being approached by Chinese firms offering commission-based deals to re-route their products through India. Machinery delays and worker pullouts As India's industrial profile has risen, so too have signs of discomfort in Beijing. Indian government officials and companies have pointed to apparent Chinese efforts to slow down the delivery of crucial equipment needed for electronics manufacturing. In January, India's Secretary of Electronics and Information Technology, S Krishnan, said the government had received feedback from manufacturers, including Apple supplier Foxconn, about delays in the shipment of capital equipment from China. According to industry sources, the machinery had been held up at Chinese ports for several months without formal explanation. While no official restrictions have been announced by China, Krishnan acknowledged the possibility that these holdups could be the result of informal directives from Chinese authorities. Further complicating matters, Foxconn repatriated several hundred Chinese engineers and technicians from its iPhone assembly units in southern India. Though Foxconn and Apple notified Indian officials, the move came without a clear explanation. The timing, officials said, suggested that it may have been more than a routine operational adjustment. Rare earths and regulatory squeeze In April, China introduced tighter export controls on rare earth magnets, materials essential for electric vehicles and electronics. The new rules require exporters to obtain government licences and provide detailed end-use certificates before shipments are approved. India, which imported 460 tons of rare earth magnets in the previous financial year, almost all from China, had planned to increase imports to 700 tons this year. The restrictions are likely to significantly impact India's auto sector, which is dependent on these components for electric mobility and other high-tech applications. STORY CONTINUES BELOW THIS AD While the export curbs were officially described as part of China's broader response to US trade measures, analysts believe India is among the countries likely to be caught in the crossfire. Silent sanctions and the race for talent Most recently, Beijing has reportedly instructed local governments and regulatory agencies to quietly discourage the outflow of advanced technology and technical talent to countries like India and Vietnam. According to Bloomberg News, the policy has not been publicly announced, but has been interpreted in Indian policy circles as a form of 'silent sanction'. These measures appear designed to restrict the mobility of both tools and talent essential for complex manufacturing– sectors in which India is beginning to position itself as a competitor. As global manufacturers diversify and India gains momentum, Beijing's unease is becoming harder to ignore. The geoeconomic advantage, long held by China, may be slowly shifting across the Himalayas.
United News of India
4 days ago
- United News of India
Tennis Legend Pat Cash Partners with ASE to Launch ‘The Invitational' with ‘Cash for Charity' – A Celebration of Tennis and Popular Culture
Melbourne [Australia], July 2: Former Wimbledon Champion and Tennis icon Pat Cash has partnered with Abler Sports & Entertainment – ASE (pronounced 'ACE') to co-create 'The Invitational' with 'Cash for Charity' – a unique 'festival of tennis' blending sport, tennis, music, food, lifestyle and popular culture, set to debut in January 2026 in Melbourne, in the lead-up to the Australian Open. The inaugural edition will feature legendary athletes and prominent personalities in a format that will blend on-court action with off-court energy and entertainment. The event will also feature a fundraising initiative – 'Cash for Charity', adding purpose and impact. 'The Invitational is about more than tennis. I am proud to bring this to life with ASE, and do it in a way that celebrates the sport while supporting causes that matter.' said Pat Cash. Ravi Krishnan, Founder and CEO of ASE, added: 'This is what ASE is all about – creating Intellectual Properties that blend creativity and commerce, in collaboration with the right partners. Pat is an Australian legend who is both extraordinary and empathetic. The Invitational will reflect these qualities in combination with elegance and exclusivity, as a unique addition to the Summer of Tennis'. Full details including schedule and format will be announced by ASE and Pat Cash closer to the event. About ASE: Abler Sports & Entertainment (ASE) is an IP and data-driven, full-service enterprise operating across sport, media, entertainment, music, fashion, food and lifestyle — with a global outlook and a focus on India and emerging markets. Founded by sports industry pioneer Ravi Krishnan, ASE helps ambitious rightsholders, brands and talent create long-term value — through the ownership of IP, the power of engagement, and the convergence of culture and commerce. ASE brings together global experience, local insight and thinking to build scalable, relevant and culturally resonant solutions. Backed by a preeminent Investor Group and Advisory Board with over 300 years of combined experience, ASE combines strategic vision, operational depth and an unparalleled network of relationships with global business leaders.
Fashion Value Chain
28-06-2025
- Fashion Value Chain
Maximilian Raynor Wins UK Jury for R
British designer Maximilian Raynor has emerged as the UK Jury winner for the R|Elan™ Circular Design Challenge (CDC) 2025, India's premier sustainability award for fashion innovation. The win was announced at the Institute of Contemporary Arts, London, with support from the British Council. The CDC, initiated by Reliance Industries Limited's R|Elan, in collaboration with the United Nations in India and Lakmé Fashion Week, empowers young fashion designers to champion circularity and sustainable design. The UK edition, held in partnership with the British Council, spotlighted Raynor's label for its circular approach—blending deadstock luxury fabrics, local British wool, and vegan apple leather with waste-reducing techniques. Notably, 50% of the brand's revenue comes from rentals and hires. Mr. Rakesh Bali, Senior VP & Head of Marketing at Reliance Industries Ltd., congratulated Raynor, stating, 'CDC reflects our vision to foster a new generation of conscious designers. The UK winner exemplifies innovation with responsibility.' Raynor was selected by a jury comprising Akanksha Kamath, Chelsea Franklin, Muchaneta Ten Napel, and Serva Davis, based on criteria like material innovation, lifecycle impact, energy efficiency, and alignment with the UN SDGs. Raynor will now compete against winners from EU, India, and APAC Jury Meets at the grand finale during Lakmé Fashion Week x FDCI in October 2025. The global winner will receive GBP 14,000 seed funding, the CDC trophy, and a six-month mentorship with Estethica's Orsola De Castro, along with a standalone showcase at Lakmé Fashion Week in March 2026.
