Sports for Life raises Rs 21.57 Cr in Series A round

SFL (Sports for Life), a multi-sport youth development platform, has raised INR 21.57 crore in a Series A funding round led by Fireside Ventures and Genesia Ventures.

The round also saw participation from Roots Ventures, TDV Partners and other existing investors. 

The funds will help SFL expand to new cities, grow its multi-sport academies, add more sports, and strengthen its coaching team. The company will also upgrade its performance and communication platform with livestreaming, monitoring tools, and advanced analytics as it scales structured youth sports across India.

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“With our existing investors, Fireside and Genesia by our side, we’re building a youth sports ecosystem that families can trust for the next decade—not just the next season,” said Sourjyendu Medda, Co‑founder & CEO, SFL. “This investment helps us bring structured, high‑quality sports closer to every neighborhood and to every child who deserves a chance to play, learn, and grow—while keeping quality, consistency, and safety at the core.”

Shun Sagara, Country Director of India, Genesia Ventures, added, “SFL exemplifies how a consumer‑focused, tech‑enabled sports development platform will shape the future of youth development in India. The model scales seamlessly while maintaining the quality and safety parents value most. With a strong product‑market fit, SFL is building meaningful pathways for children to grow, play, and thrive.”

Ravinder Vashist, Co-Founder, Roots Ventures, said, “We are doubling down on SFL because the strength of the business model and the clarity of execution are evident. The scalability, operational discipline, and depth of consumer conviction we’ve seen are rare at this stage, and it is clear that SFL is solving a real market need. Our continued investment reflects our belief that SFL is on course to become the next category-defining company in India’s youth sports and development space.”

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About SFL (Sports for Life)

Co-founded by DealShare co-founder Sourjyendu Medda and Armaan Tandon, SFL runs sports academies, leagues, and a tech platform that offers personalised training. Its AI-based system tracks practice and match data to create customised learning plans and progress dashboards for young athletes. 

The company is also building computer-vision livestreaming, automatic highlights, match analytics, and communication tools for parents and coaches.

SFL said it has tripled its revenue in the past year and expanded to Pune after Mumbai. The second season of its football league saw over 100 teams participate, while more than 1,500 children attend its coaching programmes and over 2,000 take part in tournaments.

The company has also strengthened its coaching lineup with experienced mentors such as Heimir Hallgrímsson, manager of the Republic of Ireland men’s national football team, along with Yadwinder Singh, Shyam Sundar, and Deep Rambhiya.

In the coming year, SFL plans to expand to Bengaluru and the NCR, add 10,000 more children to its academies and 20,000 to tournaments, and grow its range of sports from seven to 12, with cricket set to be added soon.

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