Adidas family supports sports entrepreneurship and investment platform called leAD sports. LeAD Sports is looking for a partner in India to jointly invest in its series A sports tech fund, ADvantage. They already have Delhi-based startup, Rooter under its accelerator program.

According to a news report published by Economic Times, LeAD has received great response from Indian startups. Horst Bente, director of Adi Dassler Family Office said, “We are looking to add one active local partner from India to our ADvantage fund- someone that is as excited about sports tech as we are and, through an investment in the fund, wants to help develop a vision to bring leAD ecosystem to India.”

Bente started this investment platform three years ago to reach out to people who are enthusiastic about sports entrepreneurship. In his words, “That’s what we have in our blood and DNA. So, we created leAD and were overwhelmed with applications. And we realized from the first program in 2017 that India was a big player in what we are doing, because there was passion for sports and certainly a passion for entrepreneurship.”

However, running an accelerator program was too modest for ADFO, said Bente, “We realized that there were more opportunities and the space was disrupted ,yet.”


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Aspiring journalist working for and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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