Sports for Life (SFL), a sports-tech company dedicated to providing structured, tech-enabled multi-sport coaching for young athletes, has announced the onboarding of Heimir Hallgrímsson as its global ambassador and football mentor.
Hallgrímsson, currently the head coach of the Ireland, is best known for his remarkable leadership of the Iceland national team, including their fairytale victory over England at Euro 2016. He later coached Jamaica through the 2024 Copa America and is now focused on guiding Ireland through a transitional phase. With this new role, he shifts his attention to India’s grassroots football revolution.
From working as a practising dentist in Iceland to leading his country to its historic debut at the FIFA World Cup 2018, Hallgrímsson’s story is the stuff of footballing folklore. His appointment marks a significant step forward for SFL’s vision to transform youth football in India.
As football mentor, Hallgrímsson will play a central role in shaping technical excellence and long-term player development through SFL’s football initiatives — notably its flagship SFL Oranje Academy and Maharashtra Oranje FC.
At the core of this footballing vision are three pillars: technical skill development, tactical intelligence, and match awareness. Players enrolled in the academy benefit from comprehensive fitness and nutrition programmes that aim to develop well-rounded athletes — physically, mentally, and emotionally. SFL’s model fuses global best practices with India’s deep passion for the game, resulting in a structure that is both elite and accessible.
“What I see in India reminds me of Iceland in the early 2000s. The energy, the hunger, the dreams — they’re real,” said Hallgrímsson. “SFL’s commitment to long-term development, community building, and technical excellence is exactly the kind of environment where something extraordinary can grow.”
“SFL’s belief is simple: talent is everywhere, but opportunity is not,” added SFP co-founder Sourjyendu Medda. “Heimir brings much more than experience. He brings a philosophy, a legacy, and a vision that aligns with our mission to redefine football in India. His presence is a strong affirmation that we are here to raise the standards of how the game is taught, played, and understood across the country.”
While football remains a cornerstone of its operations, SFL’s ambitions extend well beyond a single sport. The platform already offers structured coaching and tournaments in Tennis, Table Tennis, Badminton, Chess, and Squash, with Swimming, Martial Arts, Athletics, Boxing, and Gymnastics programmes set to launch soon — underscoring SFL’s mission to become India’s most trusted multi-sport youth platform.
