Sports For All (SFA), a multi-sports company, recently announced its sponsorship for a period of five years of the Khelo India Youth Games with an investment of Rs 12.5 crore.
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The Khelo India Youth Games is a national-level program aimed at promoting sports and physical fitness among young people in India. The investment from Sports For All will help to improve the infrastructure, facilities, and equipment at various venues where the games will organize. This will also help to grow sports at the grassroot level. The sponsorship will provide the young athletes with an environment that is conducive to their development and growth. This will allow them to perform to the best of their abilities.
“SFA which started in 2015 is a multi-sports platform targeting talent in schools. We target all children between the age of 5-18. The partnership with KYIG is for 5 years is in line with SFA’s growth to expand to 50 districts. When we had started we had 9 (sports) disciplines and now we have 30 disciplines. This is the similar kind of growth trajectory of KIYG. So, we are gunning for a radical change in grassroot sports,” said Rishikesh Joshi, founder of SFA.
Working at the school level to attract new talent in sports, SFA expects to build its brand further by coming on board as a sponsor of the Khelo India Youth Games. Sports For All has always been a strong advocate of promoting sports and physical fitness. The company believes that young people are the future of the country. And investing in them through sports is a crucial step towards building a healthier and more active society.
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“We are focusing on big sponsors who are attaching themselves to big leagues. We want them to come forward to support grassroot level sports. Already companies from the auto, edtech, food and EV companies are sponsoring grassroot level sports. This is because their target group is families and youth. With sponsoring school sports events, brands are having direct conversations with families.”Joshi added.
In addition, along with KIYG, the company has also come on board as the official partner of the Indian team for the Tokyo Olympics, the Commonwealth Games in Birmingham, and the upcoming Asian Games. “We have hosted four lakh talent so far and this year we aim to add 2.5 to 3 lakh talent. We are scaling up with speed because two years nothing happened on ground due to Covid-19. Now, the focus is that every time a talent plays it should not be a miss.” Joshi further added.