FRIDO has announced a partnership with JSW Sports owned Soorma Hockey Club, coming on board as the official comfort partner for both the men’s and women’s teams ahead of the Hockey India League (HIL) 2025–26 season.
Under the association, Frido will provide its range of comfort and orthotic solutions to the club’s men’s and women’s squads, supporting players through match play, training and post-match recovery.
By offering the same level of performance and recovery support to both teams, the partnership also underlines Frido’s commitment to promoting women in sport through equal access to science-driven comfort solutions.
The women’s Hockey India League is scheduled to begin on 28 December, with the men’s league set to follow on 3 January 2026.
Frido co-founder and CEO Ganesh Sonawane said, “At Frido, we believe elite performance deserves the right comfort and recovery support. 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-led solutions.”
JSW Sports chief commercial officer Karan Yadav added, “Our players operate in an environment where physical readiness and recovery are non-negotiable. Frido’s deep understanding of ergonomics and athlete support aligns seamlessly with our approach to high-performance sport, making this partnership a strong fit for our teams.”
