Cornerstone Advisory — Strategic Investment
See the Next
Move First.
We counsel institutions operating in, and seeking to shape, the sports ecosystem, as well as athletes navigating decisions of equal consequence. Through a distinct investment arm, we commit the firm’s own capital to opportunities we believe in.
Sports. Enterprise. Capital.
The Thesis
Insight Finds the Opportunity.
Conviction Sees It Through.
The future does not announce itself. Opportunity takes shape quietly, in shifting markets, emerging relationships, and decisions others have yet to recognize as consequential. Primary Ventures helps institutions and individuals see around the corner, position with purpose, and move with conviction.
Primary Ventures sees the next move first.
Capabilities
Two Capabilities. One Standard.
01
Cornerstone Advisory
We advise institutions, leaders, and athletes on the decisions that shape what comes next. From enterprise strategy, governance, and business transformation to complex stakeholder dynamics, strategic partnerships, and opportunities that extend beyond the immediate moment, we bring perspective and counsel to the decisions that matter most.
We turn foresight into position, and position into advantage.
Advisory02
Strategic Investment
We deploy the firm’s own capital across sports and sports-adjacent enterprise, technology and artificial intelligence, and real estate.
We back what we have the standing to evaluate and the conviction to hold.
InvestmentWho We Work With
Who We Sit Across From.
01
Leagues, teams, and athletic institutions, from grassroots to professional.
02
Executive leadership across complex, high-stakes industries.
03
Investors and operators entering the sports ecosystem.
04
Athletes at every stage of their career, and after it.
Leadership
Led by People Who Have Carried
the Risk.
Credibility on both sides of the table, and the ability to turn that perspective into meaningful alignment.
Demetric Evans
Co-Founder & Managing Partner
Ten years in the NFL. Years advising the institutions built to serve athletes. He knows what works, what doesn’t, and what gets lost in translation, because he’s experienced it from both sides.
Lydia Zakhari
Co-Founder & Managing Partner
Two decades spent advising and leading at the intersection of law, business, and sport. From private practice to the executive suite, she has counseled institutions and leaders through strategy, governance, negotiation, and the financial tradeoffs behind decisions of consequence.
Decide Once. Move With
Confidence.
The strongest positions are built on clear judgment, informed perspective, and the ability to act when the moment arrives.
Begin a Conversation.
Tell us what you are weighing. The first conversation is with the people who would do the work.