SFL (Sports for Life) continues its upward journey in India’s rapidly evolving sports ecosystem. The company recently raised Rs 21.57 crore ($2.58 million) in a significant Series A funding round. Fireside Ventures and Genesia Ventures led the round, while Roots Ventures, TDV Partners, and other existing investors also joined in. The fresh capital gives SFL the momentum it needs to scale its mission of transforming youth sports across the country.
SFL Strengthens Its Blueprint for Growth
The company follows an ambitious roadmap, and the new funding fuels each strategic objective. SFL aims to enter new cities, expand multi-sport academies, add new sports, and grow its coaching strength. It also wants to enrich its performance and communication platform with more robust features. The team places technology at the centre of this strategy and plans to invest in livestreaming systems, monitoring tools, and deeper analytics. These investments will help SFL enhance the quality of structured youth sports and make it accessible to more families.
The leadership team maintains a strong belief that Indian children need holistic exposure to multi-sport training. The company therefore aligns its resources to create a well-rounded ecosystem that integrates training, tournaments, and data-driven learning. This approach sets SFL apart from traditional academies.
Exclusive Reporting and Visionary Leadership
Entrackr reported the funding development exclusively in October last year, and the company has now formalised the deal. The firm’s founders, Sourjyendu Medda, who also co-founded DealShare, and Armaan Tandon, continue to drive SFL’s vision with deep conviction. They recognise the opportunity to build a scalable sports learning system that guides children from foundational training to competitive performance.
Both founders share a belief that Indian parents increasingly look for structured, scientifically-backed sports programs. They therefore emphasise innovation, measurable progress, and strong engagement between coaches, children, and parents. The founders also draw inspiration from global youth development frameworks and adapt them to the Indian context.
A Youth Sports Platform Powered by Technology
SFL operates a comprehensive youth sports platform that brings academies, leagues, and technology under one umbrella. Unlike traditional academies that rely on manual evaluation, SFL runs an AI-driven performance system. The system collects training and match data in real time and generates personalised learning plans, progress reports, and coach decision-support tools.
This technology allows children to understand their strengths and weaknesses clearly. Coaches gain accurate insights that help them plan sessions more effectively. Parents also stay informed through detailed communication dashboards. This transparency strengthens trust in the training system and encourages long-term commitment from families.
SFL also works on making training enjoyable. The platform encourages children to track their improvement, celebrate milestones, and build confidence. This environment motivates players to invest effort consistently.
Strong Early Footprint in Mumbai and Pune
Right now, SFL operates in Mumbai and Pune, two cities with strong demand for youth sports infrastructure. The company already coached more than 1,500 children through structured academy programs. It also organised tournaments that drew over 2,000 players across categories. These numbers show the growing acceptance of organised, tech-enabled training among urban families.
SFL’s football league illustrates this progress clearly. The second season attracted more than 100 teams, which reflects the rising enthusiasm for competitive grassroots sports. Such participation also strengthens the company’s belief that India needs more structured opportunities for young athletes.
Parents in these cities appreciate SFL’s system because it blends training, assessment, and match experience. Children enjoy the thrill of both learning and competing. Coaches benefit from analytics that reduce guesswork and improve the quality of instruction.
Aggressive Expansion Plan for the Next 12 Months
SFL now gears up for its largest expansion phase. Over the next year, the company plans to enter Bengaluru and the NCR, two major hubs for youth sports. It also aims to onboard 10,000 new children into academies and 20,000 participants into tournaments. This growth will significantly increase the brand’s footprint and bring structured sports to more households.
The company also plans to expand its sport offerings from seven to twelve. Cricket joins the list as one of the most popular additions. By widening its multi-sport philosophy, SFL encourages children to explore athletic abilities across different disciplines. The team believes that multi-sport exposure improves physical literacy, injury resilience, and all-round athletic development.
This expansion requires strong operational planning, and SFL intends to strengthen its coaching capacity to match demand. The company wants to recruit and train more coaches who can deliver consistent, high-quality sessions across centres.
Investing in Livestreaming, Monitoring Tools, and Analytics
Technology continues to shape SFL’s vision. The company plans to deploy advanced livestreaming systems so that parents, scouts, and coaches can watch matches and training sessions remotely. This feature brings transparency and convenience to families with busy schedules.
SFL also wants to upgrade its monitoring tools. These tools track metrics such as movement patterns, workload, discipline, and match performance. The team aims to provide real-time dashboards for coaches, enabling them to make informed decisions on training intensity, risk assessment, and tactical progress.
The company views analytics as the backbone of modern athlete development. By creating deeper analysis modules, SFL intends to help children improve faster and coaches adopt evidence-based methods.
Building India’s Most Scalable Youth Sports Ecosystem
India’s youth sports market grows steadily as families recognise the importance of physical activity and structured sport. SFL uses this momentum to build one of the country’s most comprehensive ecosystems for young athletes. The company integrates training academies, technology, competitions, and performance analysis, creating a seamless pathway for children.
SFL’s model also encourages inclusivity. The team ensures that children of different abilities find a place in the system. The performance platform tailors learning plans so beginners build confidence while advanced players push their limits.
The company’s focus on scale and quality allows it to stand out in a market dominated by fragmented academies. As SFL grows into new regions, it intends to raise the standard of youth training nationwide.
A Future Driven by Data, Coaching, and Accessibility
SFL believes that the future of youth sports lies in data-led coaching, high-quality facilities, and wide accessibility. The new funding round empowers the company to strengthen all three pillars. As SFL enters more cities, supports more children, adds more sports, and deepens its tech capabilities, it positions itself as a major force in India’s grassroots sports revolution.
The company continues its mission with clear determination. With strong founder vision, investor backing, and a growing community of young athletes, SFL now steps into a new phase of growth—one that aims to reshape how India trains its future champions.
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