NEW DELHI: In a landmark move for Indian sports, Cornerstone Sport and Meraki Sport & Entertainment have announced a strategic joint venture — Cornerstone Meraki Endeavour (CME) — a specialized sports and athlete management vertical aimed at transforming the landscape of non-cricket and emerging sports in India.
The collaboration brings together a stellar roster of India’s top athletes, including 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. Through CME, the companies aim to move beyond transactional athlete representation toward purpose-driven storytelling that builds enduring, global sporting brands.
A Holistic Approach to Athlete Management
CME will offer comprehensive athlete management services, encompassing commercial representation, legacy planning, life-stage management, legal counsel, and wealth advisory. Additionally, it will focus on curating and commercializing athlete-owned IPs and brand extensions, while also housing Cornerstone’s flagship property, the Indian Sports Honours (ISH) — a platform celebrating excellence in Indian sports.
Leadership Speaks
Bunty Sajdeh, CEO of Cornerstone Sport, emphasized that the joint venture represents a new era of athlete brand-building in India:
“Through CME, this partnership marks a significant stride in building athlete brands that transcend the boundaries of sport. Our mission at Cornerstone has always been to create long-term value for talent by shaping narratives that resonate with fans and stakeholders alike. By combining purpose-led brand-building with our commercial expertise, we’re charting a new path for non-cricket athletes and driving Indian sport toward a sustainable global future.”
Ajit Ravindran, Co-founder and Managing Director of Meraki Sport & Entertainment, added:
“We’re thrilled to partner with Cornerstone in this endeavour. This collaboration will not only enhance the true value of athletes in India but also fuel fandom and drive greater brand investment in non-cricket sports. Our athlete brand-building strategy is anchored in our proprietary ‘Axia’ framework — a brand alignment model blending Performance, Personality, and Purpose — supported by in-house capabilities in content creation and community engagement.”
Building Cultural Relevance and Fandom
Going beyond endorsements and appearances, CME’s core philosophy is to make non-cricket sports mainstream by fostering sustained storytelling, strengthening fan engagement, and creating deeper cultural connections between athletes and audiences.
With its strategic framework and world-class roster, CME represents a defining shift in India’s athlete management ecosystem — one that celebrates sporting diversity, nurtures new icons, and reimagines the business of sport in India for the next generation.
