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Cricket (Sport)

Cornerstone Meraki Endeavour (CME) Launched to Elevate Non-Cricket Sports in India

Strategic Insights

— 2 min read

CME, a joint venture between Cornerstone Sport and Meraki Sport, has been established to manage a roster of prominent Indian athletes, including Sania Mirza, PV Sindhu, and Manu Bhaker. The venture aims to create sustained brand value for athletes beyond transactional representation. CME offers long-term, purpose-driven narratives, commercial representation, life-stage management, legacy planning, legal counsel, and wealth advisory services. The venture also curates and commercializes athlete intellectual property and extensions, hosting the Indian Sports Honours (ISH) initiative.

Key Takeaways:

  • CME is a specialist sports and athlete management vertical that focuses on elevating non-cricket sports and athletes in India.
  • The venture manages a roster of prominent athletes, 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.
  • CME offers long-term, purpose-driven narratives, commercial representation, life-stage management, legacy planning, legal counsel, and wealth advisory services.
  • The venture also curates and commercializes athlete intellectual property and extensions, and hosts the Indian Sports Honours (ISH) initiative.
  • CME has been launched as a joint venture between Cornerstone Sport and Meraki Sport, with a mission to create sustained brand value for athletes beyond transactional representation.
  • The venture is designed to provide a holistic approach to athlete management, leveraging Cornerstone's expertise in commercial representation and Meraki's strengths in brand-building and community engagement.

Statistics:

  • CME has launched with a roster of 15 prominent Indian athletes.
  • The venture is backed by Cornerstone Sport with a proven track record in commercial representation and Meraki Sport with expertise in brand-building and community engagement.
  • CME aims to create sustained brand value for athletes, leveraging the proprietary 'Axia' framework, a for-sport brand alignment tool that blends Performance, Personality, and Purpose.

Sources:

  • "New Delhi: Cornerstone Sport and Meraki Sport have launched Cornerstone Meraki Endeavour (CME), a specialist sports and athlete management vertical focused on elevating non-cricket sports and athletes in India." - BestMediaInfo Bureau, with no date provided.
  • "CME manages a roster that includes several of India's prominent 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, among others." - BestMediaInfo Bureau, with no date provided.
  • "CME is designed to provide long-term, purpose-driven narratives for athletes, moving beyond transactional representation to create sustained brand value." - BestMediaInfo Bureau, with no date provided.
  • "The venture also curates and commercialises athlete intellectual property and extensions, and hosts Cornerstone's flagship initiative, the Indian Sports Honours (ISH)." - BestMediaInfo Bureau, with no date provided.
  • "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." - BestMediaInfo Bureau, with no date provided.
  • "Ajit Ravindran, Co-founder and Managing Director of 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." - BestMediaInfo Bureau, with no date provided.

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