Frido, a D2C ergonomic brand, has announced its association as the Official Comfort Partner for the JSW Sports-owned Haryana Steelers in the 12th edition of the Pro Kabaddi League (PKL 2025), kicking off on August 29.
As part of the partnership, Frido’s advanced orthotic solutions will be integrated into the team’s performance and recovery regimen.
Ganesh Sonawane, Co-founder and CEO of Frido, said, “Kabaddi is a sport that demands explosive movements, sudden turns, and immense lower-body strength. The knees take the most impact and protecting them is crucial for both performance and career longevity. At Frido, we believe in preventive healthcare – equipping athletes with the right support before injuries happen, so they can focus on winning.”
Karan Yadav, Chief Commercial Officer, JSW Sports, said, “This is the first time the Haryana Steelers have brought the kneecap category into our sponsorship portfolio, and we’re proud to do so with Frido. Kabaddi puts tremendous strain on the knees, and having a partner focused on joint care and recovery brings real value to our players. It’s a unique association that reflects our effort to build partnerships which are innovative and directly meaningful to athlete performance and well-being.”
