Partnership to support both men’s and women’s teams with science-led comfort and recovery solutions
National, December 19, 2025: Frido, India’s leading direct-to-consumer ergonomics and comfort solutions brand, has announced a strategic partnership with JSW Sports-owned Soorma Hockey Club, coming on board as the Official Comfort Partner for the upcoming Hockey India League (HIL) 2025–26 season. The association will extend across both the men’s and women’s teams, reinforcing a shared commitment to athlete well-being, resilience, and sustained peak performance.
The Hockey India League 2025–26 season will kick off with the women’s league beginning on December 28, 2025, followed by the men’s league starting on January 3, 2026. With elite hockey demanding intense physical output across tightly packed match schedules, the need for consistent recovery, injury prevention, and physical readiness becomes central to maintaining performance throughout the season. This collaboration brings together two organisations that recognize comfort and recovery as critical foundations of competitive success.
As part of the partnership, Frido will provide Soorma Hockey Club’s men’s and women’s teams with its range of ergonomically designed comfort and orthotic solutions. These products are engineered to support players across all phases of their routine—on the field during matches, in training environments, and through structured recovery protocols. From managing impact stress to aiding muscle recovery and long-term mobility, Frido’s solutions aim to help athletes perform at their best while reducing the risk of injury.
A key highlight of the collaboration is Frido’s commitment to extending the same level of performance and recovery support to both the men’s and women’s teams. By ensuring equal access to science-backed comfort solutions, the partnership underscores Frido’s broader mission of supporting women in sport through tangible, performance-led initiatives rather than symbolic endorsements.
Speaking on the association, Ganesh Sonawane, Co-founder and Chief Executive Officer of Frido, emphasized the brand’s philosophy around athlete care. “At Frido, we believe elite performance is built on the foundation of the right comfort, support, and recovery systems. Partnering with Soorma Hockey Club allows us to extend this support equally to both men’s and women’s teams, reinforcing our commitment to empowering women in sports through meaningful, performance-driven solutions,” he said.
Echoing this sentiment, Karan Yadav, Chief Commercial Officer at JSW Sports, highlighted the importance of recovery and physical readiness in modern high-performance sport. “Our players compete in an environment where physical preparedness and recovery are non-negotiable. Frido’s deep expertise in ergonomics and athlete support aligns seamlessly with our high-performance philosophy, making this partnership a natural fit for Soorma Hockey Club,” he noted.
This association marks another significant step in Frido’s expanding engagement with India’s sports ecosystem. Over time, the brand has been steadily strengthening its presence in professional sport, leveraging its expertise in ergonomics and preventive care to support athletes across disciplines. The partnership with Soorma Hockey Club further reinforces Frido’s commitment to building comfort-led solutions that enhance performance, accelerate recovery, and support long-term mobility—not only for professional athletes, but also for everyday consumers.
Through collaborations like this, Frido continues to bridge the gap between elite athletic needs and consumer wellness, translating high-performance insights into products designed for daily use. As the Hockey India League 2025–26 season approaches, the partnership is set to play a vital role in supporting Soorma Hockey Club’s pursuit of excellence on the national stage.
