Mumbai, India | October 6: In a major move to reshape India’s sports management landscape, Cornerstone Sport and Meraki Sport & Entertainment have announced the launch of Cornerstone Meraki Endeavour (CME) — a dedicated sports and athlete management vertical aimed at elevating non-cricket disciplines and their athletes.
With a star-studded portfolio featuring Sania Mirza, Rohan Bopanna, PV Sindhu, Lakshya Sen, Manu Bhaker, Kush Maini, Esha Singh, Srihari Nataraj, Abhay Singh, Dipa Karmakar, Rhythm Sangwan, and Palak Kohli, among others, CME seeks to redefine athlete management in India by moving away from purely transactional representation toward purpose-led, long-term brand building that resonates on a global scale.
CME’s comprehensive model spans commercial representation, life-stage management, legacy planning, legal and wealth advisory, and the creation and commercialization of athlete-led intellectual properties (IPs). The new vertical will also host Cornerstone’s flagship initiative, the Indian Sports Honours (ISH).
Speaking about the partnership, Bunty Sajdeh, CEO of Cornerstone Sport, 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.”
Echoing his sentiment, Ajit Ravindran, Co-founder & Managing Director of Meraki Sport & Entertainment, 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.”
Beyond traditional endorsements and appearances, CME aims to mainstream non-cricket sports, deepen fan engagement, and foster cultural relevance for Indian athletes. The venture underscores a forward-looking vision for the country’s sports industry — one that celebrates diverse athletic journeys, reimagines representation, and builds enduring athlete brands for the future.
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