In a landmark move for Indian sport, Cornerstone Sport and Meraki Sport & Entertainment have announced the launch of Cornerstone Meraki Endeavour (CME) — a specialist sports and athlete management venture designed to redefine how non-cricket athletes are represented, marketed, and celebrated in India.
A Purpose-Driven Approach to Athlete Branding
CME’s vision goes far beyond transactional representation. The initiative aims to build long-term, purpose-driven athlete brands that resonate globally by combining commercial expertise with cultural storytelling and legacy building.
The joint venture brings together some of India’s most accomplished athletes, including Sania Mirza, PV Sindhu, Rohan Bopanna, Manu Bhaker, Lakshya Sen, Esha Singh, Srihari Nataraj, Dipa Karmakar, and Palak Kohli, among others — representing a broad spectrum of disciplines from badminton to shooting, gymnastics, and motorsport.
Building Brands Beyond the Field
CME’s model is designed to holistically manage athlete careers, spanning commercial partnerships, life-stage strategy, legacy planning, legal and wealth advisory, and athlete-led intellectual property (IP) creation.
The vertical will also curate and commercialize athlete-driven IPs while housing Cornerstone’s flagship initiative, the Indian Sports Honours (ISH). Together, these efforts aim to mainstream non-cricket sports, amplify fan engagement, and strengthen the commercial and cultural footprint of Indian athletes worldwide.
Industry Leaders on the Vision
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. Our mission has always been to create long-term value by shaping narratives that resonate with fans and stakeholders. By integrating purpose-led brand-building with our commercial expertise, we’re charting a new path for non-cricket athletes in India.”
Ajit Ravindran, Co-Founder and Managing Director of Meraki Sport & Entertainment, added:
“We’re confident that this collaboration will enhance true value for athletes in India while fueling fandom and driving greater brand investment in non-cricket athletes. Our proprietary ‘Axia’ framework blends Performance, Personality, and Purpose to align athlete brands with cultural and commercial opportunity.”
365247 Insight
The creation of Cornerstone Meraki Endeavour signals a structural shift in Indian sports marketing, where representation evolves from sponsorship management to narrative-driven brand creation.
By focusing on athlete legacy, storytelling, and purpose-led positioning, CME is not just representing athletes — it’s redefining what it means to build a sports brand in India beyond cricket. The venture represents a critical step toward diversifying India’s sports economy and giving world-class recognition to its multi-sport talent base.
Don’t Just Watch Sport, Understand It. Join the 365247 Newsletter for daily insights
