DealShare co-founder’s startup Sports for Life raises Rs 21.57 Cr in Series A

SFL (Sports for Life) has raised Rs 21.57 crore ($2.58 million) in a Series A round led by Fireside Ventures and Genesia Ventures, with participation from Roots Ventures, TDV Partners, and other existing investors.

The proceeds will be used to expand into new cities, grow multi-sport academies, add sports, strengthen coaching capacity, and build more features into the performance and communication platform. SFL plans to invest in livestreaming systems, monitoring tools, and deeper analytics as it scales access to structured youth sports across India.

Entrackr had exclusively reported about the development in October last year.

Co-founded by DealShare co-founder Sourjyendu Medda and Armaan Tandon, SFL operates a youth sports platform that integrates academies, leagues, and a technology layer. The firm uses an AI-driven performance system that collects training and match data to generate personalised learning plans, progress reports, and decision-support tools for coaches. 

SFL currently operates in Mumbai and Pune. It claims to have coached more than 1,500 children and ran tournaments with participation from over 2,000 players. Its football league drew more than 100 teams in its second season.

Over the next year, SFL plans to enter Bengaluru and NCR, onboard 10,000 new children into academies and 20,000 into tournaments, and expand its sport offerings from seven to twelve, including cricket.