Partnership covers men’s and women’s teams ahead of Hockey India League 2025–26
India’s direct-to-consumer ergonomics and comfort solutions brand Frido has partnered with JSW Sports-owned Soorma Hockey Club as its Official Comfort Partner for the upcoming Hockey India League (HIL) 2025–26 season, the company said on Tuesday.
The association will cover both the men’s and women’s teams, with the women’s league scheduled to begin on December 28, 2025, followed by the men’s competition from January 3, 2026.
Under the partnership, Frido will provide Soorma Hockey Club’s players with its range of comfort and orthotic solutions to support performance, training and recovery across the season. The initiative is aimed at addressing the physical demands of elite hockey, which involves intense workloads over compressed match schedules, where recovery and injury prevention play a key role in maintaining consistency.
Frido said the collaboration reflects its focus on athlete well-being and its commitment to providing equal access to science-led comfort solutions for women in sport.
“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,” Ganesh Sonawane, co-founder and chief executive officer of Frido, said.
JSW Sports’ Chief Commercial Officer Karan Yadav said physical readiness and recovery are critical for players operating in a high-performance environment. “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,” he said.
The partnership adds to Frido’s growing presence in the sports ecosystem, as the company looks to strengthen its positioning in performance, recovery and long-term mobility solutions for professional athletes as well as everyday users.
Frido designs and markets a range of ergonomic and orthotic products, including mobility aids, cushions, insoles, pillows, seating solutions and footwear, focused on improving posture, reducing pain and enhancing overall well-being.
