CORNERSTONE SPORT AND MERAKI SPORT & ENTERTAINMENT have come together to launch Cornerstone Meraki Endeavour (CME), a dedicated sports and athlete management vertical aimed at transforming the landscape of non-cricket sports and talent in India.
CME brings together some of India’s most celebrated sporting icons, including Sania Mirza, Rohan Bopanna, PV Sindhu, Manu Bhaker, Lakshya Sen, Kush Maini, Esha Singh, Srihari Nataraj, Abhay Singh, Dipa Karmakar, Rhythm Sangwan, and Palak Kohli, among others.
The venture’s vision extends beyond transactional representation, focusing on building long-term, purpose-driven athlete brands with global resonance. CME adopts a holistic approach to athlete management, covering commercial representation, life-stage management, legacy planning, legal counsel, and wealth advisory, a media release said.
Beyond career management, CME will also develop and commercialise athlete-led IPs and extensions, while housing Cornerstone’s initiative, the Indian Sports Honours (ISH). The overarching goal is to bring non-cricket sports into the mainstream, fostering deeper fan engagement, enhancing cultural relevance, and unlocking new avenues for both athletes and brands, the release added.
Cornerstone Sport CEO Bunty Sajdeh said, “Through CME, this partnership marks a significant stride in building athlete brands that transcend the boundaries of sport. At Cornerstone, our mission has always been to create long-term value for talent by shaping narratives that resonate with fans and stakeholders alike. By integrating purpose-led brand-building with our proven ability to unlock commercial opportunities, we are charting a new path for non-cricket athletes in India. Together, we aim to foster a sustainable ecosystem that not only empowers athletes but also elevates Indian sport onto the global stage.”
Meraki Sport & Entertainment co-founder and managing director Ajit Ravindran added, “We are excited about this collaboration with Cornerstone and confident that while it will enhance true value for athletes in India, more importantly, it will fuel fandom and drive greater brand interest and investment in non-cricket athletes. Our athlete brand-building approach is anchored in our proprietary ‘Axia’ framework — a for-sport brand alignment tool that blends Performance, Personality, and Purpose, supported by our in-house capabilities across content creation and community engagement.”
