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SFA Unveils New Logo, Reinforcing Mission to Inspire a Love of Sports

Sports For All (SFA), India’s leading tech-enabled multi-sport grassroots competition platform unveiled its new logo. The latest identity is a visual representation of SFA’s inclusive and diverse sports community, capturing the essence of the collective spirit and vision. Through thoughtful analysis, strategic planning, and consumer insights, SFA refreshed its Identity to align with the continuously evolving landscape and further resonate with school level sporting experiences, which  the brand has been successfully executing year on year.

Embracing and leading the  new era of revolutionising grassroot sports experience, the new logo re-affirms the philosophy of ‘Making children fall in love with sports through inspiring and joyful experiences’. The form and colours represent every child’s dreams, flow of energy, movement and diversity, across terrains, playgrounds, sports and athletes at different levels and geographies. All unified on one platform – SFA , We are Sports for All.

Vishwas Choksi and Rishikesh Joshi, Founders, Sports For All (SFA) expressed, “Our new logo is a testament towards propelling school sporting experiences to greater heights. Through constant on-ground consumer feedback from parents, schools and coaches, we have identified the pulse of the future athlete. Our aim is to make sports aspirational for the youth and provide them with an equitable platform to further represent themselves globally. SFA is fuelled by the purpose and passion to transform grassroots sports with an unwavering spirit of cultivating love for sports in India.”

The refreshed logo reflects SFA’s commitment to make youth fall in love with sports and help realise their fullest potential, through inspiring and  joyful sporting experiences. Conceptualised and executed by SFA’s Strategy and Brand Marketing teams along with the creative agency TING, the design element of the logo has a distinctive story to tell. The revitalised logo encapsulates the spirit of grassroot sports.

“Ting’s association with SFA dates back to its inception in 2015. Our partnership continues to grow stronger as the brand scales new heights. The new identity marks our transition from creating a school sports eco-system to being a catalyst for change in Indian youth sports. SFA’s new identity underscores sports as an equalizer and a force of change that drives the nation forward. The different colours represent the diverse terrains on which various sports are played, while also capturing the energy and vitality of schoolchildren, hailing from distant lands. They all converge on one platform of SFA, in line with the core sentiment of United by passion. Ignited by play”, added Shruti Dhadda, Chief Creative Officer, TING.

SFA has recognised the imperative need for dynamic forms of value-based education using sports in schools that helps enhance children’s cognitive abilities in their formative years. This also sets forth the course to cultivate a new generation of Indian athletes who will proudly represent their nation on the global scale in the coming future. In 2023, SFA will encourage 2 Lakh athletes through 10 SFA Championships in a span of 4 months, to come play at the best stadiums of the country! A scale unimagined for school sports ever before, the country will witness cities of Mumbai, Delhi, Bangalore, Hyderabad, Ahmedabad, Jaipur, Indore, Dehradun, Nagpur and Pune come alive with SFA Championships from October 2023.

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