Khaneja talked about her attempt at sports marketing which was basically her effort towards helping budding cricketers establish their foothold in the cricketing world.
What she started as a simple non-profit cricketing club has now diversified into one of the largest sports management company in India.
The highlight of the session was the story of Virender Sehwag, of how the company leveraged his boy next door image to transform him into one of the biggest brands of India.
Among her illustrious clientele are Virender Sehwag, Gautam Gambhir, Ishant Sharma and Abhinav Bindra, besides a whole gamut of others.
Khaneja mentioned that while sports sponsorship is more about garnering financial support for the players, sports marketing is a different genre of activity that comprises a win-win situation for both the player and the company.
Mentioning about the new avenues of sports management she also shared her thoughts about Team Tennis - a new project by Collage towards professional training in tennis.