SFL Raises Rs. 21.57 Crores in Series A Round
SFL (Sports for Life), one of India’s fastest‑growing multi‑sport youth development platforms, has raised Rs.21.57 crore in a Series A round led by Fireside Ventures and Genesia Ventures, with participation from existing investors Roots Ventures, TDV Partners, and others.
The investment marks a pivotal milestone in SFL’s mission to build a trusted, structured, and high‑quality grassroots sports ecosystem for children across India. Anchored in coaching excellence and competition at scale, SFL’s technology stack is designed to deliver transparency, progress tracking, and robust safeguarding—creating measurable value for athletes, parents, and coaches.
Co-founded by Sourjyendu Medda & Armaan Tandon, SFL’s integrated model spans academies, leagues, and a technology layer that personalises development pathways. The company’s AI‑first performance platform captures training and match data to surface personalised learning plans, progress dashboards, and decision support for coaches.
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Sourjyendu Medda, Co‑founder & CEO, SFL says, “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. 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.”
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Dipanjan Basu, Co‑founder, Fireside Ventures says, Investor partners underscored their conviction in SFL’s direction and impact. “India has a clear and pressing need for structured, high‑quality grassroots sports programs, and SFL is addressing this with remarkable clarity and execution. Strong parent demand, high retention, and consistent neighborhood‑level trust, combined with coaching excellence, technology, community engagement, and robust safeguarding- position SFL to become India’s leading youth sports platform.”
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 strong product‑market fit, SFL is building meaningful pathways for children to grow, play, and thrive.”
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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.”