Cornerstone Sport and Meraki Sport have joined forces to launch Cornerstone Meraki Endeavour (CME), a specialist sports and athlete management vertical designed to elevate non-cricket sports and athletes in India.

CME brings together a roster of some of the country’s most celebrated names, including 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, among others.

The venture’s vision goes beyond transactional representation, focusing instead on building long-term, purpose-driven athlete brands that resonate globally. 

CME will offer a holistic approach to athlete management, encompassing commercial representation, life-stage management, legacy planning, legal counsel, and wealth advisory.

In addition to managing athlete careers, CME will curate and commercialise athlete-led IPs and extensions, and will also house Cornerstone’s flagship initiative, the Indian Sports Honours (ISH). 

The goal is to make non-cricket sports more mainstream, deepening fan engagement, strengthening cultural relevance, and unlocking new opportunities for both athletes and brands.

CME intends to mark a new chapter for Indian sport, one that celebrates diverse athletic journeys, reshapes the business of athlete management, and builds enduring legacies beyond the cricket field.

Bunty Sajdeh, CEO 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."

Ajit Ravindran, co-founder and managing director, 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."