Bengaluru | November 27, 2025 — SFL (Sports for Life), one of India’s fastest-growing multi-sport youth development platforms, has raised ₹21.57 crore in a Series A round led by Fireside Ventures and Genesia Ventures, with participation from Roots Ventures, TDV Partners, and other existing backers.

The new capital will accelerate SFL’s mission to make high-quality, structured grassroots sports accessible to every child in India—powered by coaching excellence, competitive leagues, and a strong technology foundation designed for transparency, progress tracking, and safeguarding.

AI-Driven Performance + Coaching Excellence

Founded by Sourjyendu Medda and Armaan Tandon, SFL integrates academies, leagues, and a sportstech layer to personalise athletic development.

Its AI-first performance platform captures training and match data to deliver:

• Personalised learning and development plans

• Objective match analytics and highlight generation

• Progress dashboards for athletes and parents

• Data-driven support for coaches

Future upgrades include computer-vision livestreaming, automated highlights, communication modules, and incident reporting workflows — ensuring trust and accountability across venues.

Fuel for Multi-Sport Scale Across India

The investment will be deployed to:
– Expand into new cities including Bengaluru & NCR
– Launch Cricket and add five more sports
– Strengthen coaching leadership and infrastructure
– Enhance tech for insights, safety and communication
– Grow access to neighbourhood-level sports programs

“We’re building a youth sports ecosystem families can trust for the next decade — not just the next season,” said Sourjyendu Medda, Co-founder & CEO, SFL.

Investor Confidence in Market Scale + Dependability

“A structured grassroots sports model is a critical need in India — and SFL is executing with clarity and trust,” said Dipanjan Basu, Co-founder, Fireside Ventures.

“SFL’s tech-enabled model scales while preserving quality and safety — the factors parents value most,” added Shun Sagara, Country Director, Genesia Ventures.

Momentum: Rapid Growth + Strong Community Adoption

In the last 12 months:

• Revenue tripled

• Pune added as the second geography

• 100+ teams in the Mumbai Football League (Season 2)

• 1,500+ children in regular coaching

• 2,000+ tournament participants

Indian football icon Bhaichung Bhutia unveiled the tournament trophy, reflecting SFL’s growing industry presence.

SFL has also strengthened its coaching leadership by onboarding global and national sporting experts, including:

• Heimir Hallgrímsson, Manager – Republic of Ireland Men’s Football Team (Football Mentor & Global Ambassador)

• Yadwinder Singh, ex-Captain, Indian Men’s Basketball Team

• Shyam Sundar, Indian National Chess Coach

• Deep Rambhiya, India Rank 1 – Mixed Doubles (Badminton)

Vision: A Sporting Nation at Scale

SFL aims to onboard 10,000+ athletes into academies and 20,000+ in competitions in 2026 — while scaling sportstech solutions such as injury-risk monitoring and youth sports broadcasting to drive professionalisation of grassroots sport.

By fusing talent development with technology and structured competition, SFL is laying the foundation for a stronger India in global sport.