Mumbai: Cornerstone Sport and Meraki Sport have joined forces to launch Cornerstone Meraki Endeavour (CME), a specialist sports and athlete management vertical dedicated to elevating non-cricket sports and athletes in India.
With a combined roster that includes some of India’s most celebrated athletes such as 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, CME aims to redefine athlete brand-building by moving beyond transactional representation to create long-term, purpose-driven narratives that resonate globally.
CME offers a holistic approach to athlete management, covering commercial representation, life-stage management, legacy planning, legal counsel, and wealth advisory. The venture will also curate and commercialize athlete IPs and extensions, and house Cornerstone’s flagship initiative, Indian Sports Honours (ISH).
Speaking about the joint venture, 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.”
Adding to this, Ajit Ravindran, Co-founder & Managing Director, Meraki Sport & Entertainment, said, “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 endorsements and appearances, CME is committed to making non-cricket sports mainstream, building sustained narratives, deepening fan engagement, and driving cultural relevance — unlocking meaningful opportunities for athletes and brands alike.
CME signals a new chapter in Indian sport, one that celebrates diverse sporting journeys, reshapes athlete representation, and builds enduring athlete brands for the future.
