Cornerstone & Meraki Unite to Revolutionize Athlete Management Beyond Cricket in India
In a major boost to India’s non-cricket sports ecosystem, Cornerstone Sport and Meraki Sport & Entertainment have joined forces to form Cornerstone Meraki Endeavour (CME) — a specialist vertical committed to transforming athlete management and brand-building across emerging sports.
The joint venture brings together an illustrious lineup of Indian sporting champions including Sania Mirza, PV Sindhu, Rohan Bopanna, Lakshya Sen, Manu Bhaker, Dipa Karmakar, Esha Singh and others. CME’s mission is to move beyond traditional representation by creating purpose-driven, long-term personal brands that connect with global audiences.
CME’s holistic model covers commercial representation, life-stage management, legacy and wealth planning, legal support, and athlete-driven intellectual properties. It will also manage Cornerstone’s flagship platform — the Indian Sports Honours (ISH) — celebrating excellence across disciplines.
Cornerstone Sport CEO Bunty Sajdeh emphasized that CME represents “a significant stride in building athlete brands that transcend sport,” focusing on sustainable growth and international recognition for non-cricket talent.
Ajit Ravindran, Co-founder & Managing Director of Meraki Sport & Entertainment, highlighted that the collaboration will help “fuel fandom and drive brand interest in emerging sports,” guided by Meraki’s Axia framework, which integrates Performance, Personality, and Purpose to align sport with storytelling.
Beyond sponsorships and media appearances, CME seeks to mainstream non-cricket sports by deepening fan engagement, driving cultural relevance, and creating meaningful commercial opportunities for both athletes and brands.
With CME, a new chapter unfolds in India’s sporting narrative — one that celebrates diverse athletic journeys, empowers athletes, and redefines what it means to represent India on the world stage.
