Two friends. One shared vision. Countless untold stories.
We’re Cheryl and Deborah, and we’re the founders of Baseline, a new sports media platform born from our lifelong passion for sport and storytelling. With Baseline, we’re creating a space where heartfelt human stories meet the raw pulse of competition, from elites chasing podiums to everyday athletes chasing personal bests.
So, why Baseline?
Because sport has always been the baseline of our lives.
For Cheryl, it started on the school badminton and cross-country teams. Over the years, that love for fitness evolved into CrossFit, Ironman triathlons, marathons, and a 4am training routine many would find insane. As a journalist-turned-content creator and the founder of a sports marketing agency, she’s spent years writing and shooting in Formula 1 and other motorsports, being the cage photographer for ONE Championship and beyond – always drawn to the emotion and grit behind the scenes.
Deborah’s journey began in the void deck, kicking footballs through makeshift goalposts. She went on to play netball for Singapore, competed in the Netball Super League for over a decade, and later built a successful career in sports PR, working with global athletes and major events across Asia. In 2022, she launched her own PR agency, combining her love for storytelling with her experience in shaping some of the region’s biggest sporting moments.
Together, we’ve been close friends for over 10 years from when Deborah first seeded Cheryl her first pair of running shoes, all the way to road trips across New Zealand. And we’ve always known: when the time was right, we’d build something together. That time is now.
“We believe sports is one of the few things that reveals your true self.”
What is Baseline?
Baseline is a platform for sports stories that often go unseen.
Yes, we’ll bring you broad sports coverage. But more importantly, we’ll go deeper into the journeys, the struggles, the setbacks, the wins behind the wins. We want to tell the stories of community heroes, local champions, underdogs, superfans, and lifestyle athletes because sport isn’t just about medals. It’s about resilience, identity, and the rawest version of who we are.
We believe sports is one of the few things that reveals your true self. You can’t fake grit, or hide exhaustion. When you watch or play, emotions are real, visible, and shared, and that’s what moves us.
Why now?
Because the landscape is changing and we’re ready. The way we consume content has shifted. It’s more visual, more personal, more connected. Baseline will lean into that, with powerful video storytelling that captures the heart of sport, for all audiences.
And the name?
Baseline is where every great story begins. It’s the ground level, the starting point from which everything else can only go up.
We’re officially live and this is only the beginning. We can’t wait to tell your story.
