James Milner and Adam Lallana invest in Indian golf analysis platform UpGame

Liverpool midfielder James Milner and former teammate Adam Lallana have invested an undisclosed amount in Gurgaon-based golf performance improvement platform UpGame through their company White Rose Sports Management.

Founded by former Indian amateur golfer Sameer Sawhney in early 2019, UpGame uses data intelligence, tracks training and provides a coaching platform for golfers.

“James and Adam are legends of the game who have a great understanding of what it takes to perform at the highest level and the important role statistics play in any sport,” said Sawhney. “We are delighted that two of the world’s most famous athletes are joining us on our journey.”

Co-founded by Milner and Lallana earlier this year, White Rose Sports Management wants to shape the future of Britain’s brightest golfing talent.


“From the moment we discussed the ethics of White Rose Sports Management, we wanted performance to be at the heart of everything we did, and that aspect was very apparent in the UpGame team during our first interactions. “Milner said in a statement. “We love their vision of improving the performance of athletes around the world, the intense focus of the team, quick execution and in-depth knowledge of their users. We are delighted to be a part of their journey.”

Sawhney told ET that UpGame is currently used by over 30,000 professional and amateur players in various countries, from National Collegiate Athletic Association (NCAA) college teams in the United States and federations in Australia, Norway, Finland, Switzerland. , Belgium, Singapore, Thailand and Hong Kong.

“I was among the top 30 players in India and realized that although there was a lot of data and statistics available for other sports, when it came to golf it was terrible,” Sawhney said.

No more metrics due in the application

“I was passionate about solving this problem and when I came back from the US to India we started working on this app,” Sawhney said.

The app’s monthly revenue has increased 30 times since January, and it has retained over 85% of its users as it grows geographically. “Our retention numbers are very high and the response this year has been excellent. The app is already generating cash,” Sawhney said. “This funding will be used to further develop the product by adding more sports and related metrics and will help us market the app to a wider audience.”

The app offers two annual subscription plans. The basic plan costs $ 99 and is aimed at aspiring golfers, while the pro plan costs $ 299.

“We look forward to applying our golf learnings to other sports and to being at the forefront of improving knowledge and performance in the burgeoning sports technology industry,” added Sawhney.

The app also features tech entrepreneur and philanthropist Danny Conway (formerly of Facebook), venture capital firm Andreesen Horowitz, Hero MotoCorp chairman Pawan Munjal, and RN Sports Management Indian golfer Rishi Narain. UpGame’s 20-person team includes athletes, engineers, designers and data scientists in India, Australia, Europe and the United States.

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