Redefining India’s Sport and Entertainment landscape through Cornerstone Sport and DCA

by  Niddhi Sharma Industry Watch | November 22, 2024 | Feature

Bunty Sajdeh Cornerstone Sport Indian Sports Honors

In the dynamic intersection of sports and entertainment in India, Bunty Sajdeh, CEO and Founder of Cornerstone Sport, stands as a trailblazer. With a profound understanding of brand-building and talent management, Bunty has revolutionized the way athletes are recognized and celebrated. Through innovative platforms like the Indian Sports Honors (ISH), he has created opportunities to spotlight talent across India’s diverse sporting landscape. 

With over two decades of experience in sports management, Bunty has built an enduring legacy. Cornerstone Sport, under his leadership, has represented leading athletes and collaborates with leading brands to deliver impactful sponsorships and endorsements. Bunty’s unique ability to merge sports and entertainment has set him apart, positioning athletes as icons who resonate across the country’s vast demographic and cultural spectrum. 

One of Bunty’s most notable achievements, the Indian Sports Honors (ISH), highlights his mission to recognize athletes beyond cricket. The platform celebrates stars, nurtures emerging talent, and supports grassroots initiatives. Drawing inspiration from global events like the Laureus Awards, Bunty envisions ISH evolving into a globally renowned platform, amplifying outreach and discovering future icons.

As a pioneer in intellectual properties (IPs) within the sports sector, Bunty is exploring new avenues to elevate Indian sports on the global stage. Cornerstone Sport is currently developing an international IP, further emphasizing Bunty’s commitment to innovation. 

In an exclusive interview with EVENTFAQS Media, Bunty Sajdeh highlights the emerging trends in sports management, emphasizing long-term strategies like licensing, merchandising, and equity investments. By integrating digital and traditional platforms through a multi-channel approach, he ensures athletes remain relevant and maximize their impact.

Q. What inspired you to enter the sports and entertainment industry, and what led to the founding of Cornerstone Sport?

I've been passionate about sports since I was a child. I actively played different sports throughout school and college, and I closely followed sports globally, especially basketball, tennis, and football. I started Cornerstone Sport because no agency was focusing on sports—most were entertainment focused with sports as a by-product. Globally, however, the business of sports has always been much larger than entertainment. In India, especially given its large and diverse population, sports unite people far more than entertainment, which is somewhat fragmented. The West has its own set of celebrities and following, as does the South Indian industry, which is an enterprise by itself. Then there are other regions too, like Punjab and the East. But an athlete is loved unconditionally across all regions. I keenly followed Michael Jordan’s career both on and off the court and when I began to see what the late Mark Mascarenhas was trying to do with Sachin Tendulkar here, it got me thinking and exploring.

Q. Indian Sports Honors (ISH) has gained significant traction. What was the driving vision behind creating ISH, and how do you see it evolving?

It’s no secret that India is and continues to be a one-sport nation, which is cricket. There can only be 11 players in a team. The amount of cricket talent alone that comes and goes unnoticed is staggering. So, imagine with our vast population the talent in other sports that is absolutely there but needs support, which comes from recognition. This is the basic premise of the Indian Sports Honours. Not only to recognize athletes that are already established and doing India proud, but also the up-and-coming athletes, the probably as well as the grassroots initiatives that are very much in play. For them to get that recognition and hopefully support after. This coupled with my strength in the entertainment side, to help promote visibility for other sporting icons, celebrities are always more than happy to step forward and help the cause. This is a significant differentiator especially since many from the entertainment fraternity are avid sports fans as well so it’s a win-win. I see this IP evolving leaps and bounds in the coming years with plans to scale up the ancillary events around the show and increase outreach to further tell inspiring stories while discovering and nurturing future icons. Similar to what the Laureus World Sports Awards does globally.

Q. How important do you think intellectual properties (IPs) are for the future of sports events in India? Any upcoming sports IP you’re currently working on?

IP is a very broad term; but any economically tangibly practical event is welcome to promote sports in India and put us on the global map. We are currently working on an international IP details of which I will hopefully be able to share with you by January 25.

Q. What trends in sports management or talent marketing are you particularly excited about, and how are you planning to incorporate them into Cornerstone’s future?

It’s exciting because of the multiple avenues opening up over the past decade or so. It’s not just about endorsements, appearances and the likes. While those are and will continue to be key revenue drivers, they are also short lived in the sense that (and athletes and celebrities are beginning to understand) as long as you’re relevant/active you will partake in the business. The idea and challenge now is to bifurcate what to do short term and what to plan for long term. Which brings in the licensing and merchandising side of the business as well as the equity/investment deals. These two are key for future/long term planning and takes an entirely different skillset and personnel to properly execute and implement. This is a key focus area that I am able to explore along with the IP business because I am fortunate to have a well-trained team that looks after the other more day-to-day aspects of the business.

Q. You have been representing some of India’s top athletes and collaborating with major brands to foster impactful sponsorships and endorsements. What are the major challenges you encounter in securing such high-profile endorsements?

One major challenge in today’s market is the ROI expectation from brands. Social media has made athletes more accessible, which diminishes some of the mystery that brands use to capitalize on. There’s also the high cost of traditional endorsements, which can be hard for brands to justify without the same reach they once had on television. Today, endorsements demand a multi-channel approach, including social media, to be effective.