SFL (Sports for Life), a sports-tech company focused on providing structured, tech-enabled multi-sport coaching to young athletes, announced the onboarding of Heimir Hallgrímsson as its Global Ambassador and Football Mentor.
The current Ireland National coach and former Iceland & Jamaica national team coach, Heimir Hallgrímsson, is best known for masterminding Iceland’s fairytale win over England at Euro 2016.
Heimir Hallgrímsson now brings his globally acclaimed expertise to the grassroots movement brewing in India. Hallgrímsson sis et to play a pivotal role in driving technical excellence and long-term development through SFL’s football program and its flagship SFL Oranje Academy and Maharashtra Oranje FC.
Heimir’s journey from a practicing dentist in Iceland to steering his national team to its first-ever FIFA World Cup appearance in 2018 is the stuff of sporting folklore. In recent years, he has led Jamaica’s national team through the 2024 Copa America and coached the Republic of Ireland in a transitional phase. Now, he turns his focus eastward.
Heimir Hallgrímsson said, “What I see in India reminds me of Iceland in the early 2000s. The energy, the hunger, the dreams — they’re real. SFL’s commitment to long-term development, community building, and technical excellence is exactly the kind of environment where something extraordinary can grow.”
Sourjyendu Medda, Co-founder of SFL, said, “SFL’s belief is simple: talent is everywhere, but opportunity is not. 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.”
