Frido, a D2C ergonomics and comfort solutions brand, has announced its association as the Official Comfort Partner for the JSW Sports-owned Soorma Hockey Club, supporting both the men’s and women’s teams in the upcoming season of the Hockey India League (HIL 2025-26).
As part of the partnership, Frido will equip Soorma Hockey Club’s men’s and women’s teams with its range of comfort and orthotic solutions, designed to assist players on and off the field – from match play and training to recovery routines.
The women’s league is set to begin on 28 December 2025, followed by the men’s league commencing on 3 January 2026.
Ganesh Sonawane, Co-founder and CEO of Frido, 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.”
Karan Yadav, Chief Commercial Officer, JSW Sports, said, “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.”
